HubSpot Marketing

JorieMunroe
Inbound Professor
Inbound Professor

How often should you audit and update your buyer personas?

Buyer personas can be created through research, surveys, and interviews — all with a mix of customers, prospects, and those outside your contacts database who might align with your target audience.

 

But like all data, even information you gather on your audience (your personas) can go out of date. After all, business models change, companies merge or shift direction, and your audience can (and likely will) evolve. In your professional opinion, how often should you audit and even update your buyer personas?

 

*To learn more about this, check out the Using Buyer Personas in HubSpot lesson via HubSpot Academy. 

Yshannon77
Member

How often should you audit and update your buyer personas?

I would say as often as necessary.  

  • When the goal changes or new ones are added 
  • New products are added, taken away or changed/upgraded 
  • You no longer serve your current persona/ your demographic changes 
  • You serve a different market/ geographic location

I think you have to contantly be aware of and assess your buyer personas as your company grows/changes. You can't assume that the persona you serve will always be the persona you serve.  Even if you don't change, they do. Their companies, their growth, their needs.  

SBASS
Contributor

How often should you audit and update your buyer personas?

This is the best answer I have read so far! I love it. 

0 Upvotes
KWatson
Member

How often should you audit and update your buyer personas?

Depends on the industry. In healthcare, COVID has caused a change to Infection Preventionists and other around them, so that's prompting role updates that previously would be more static

TZelahy
Member

How often should you audit and update your buyer personas?

   

0 Upvotes
BMullen
Member

How often should you audit and update your buyer personas?

Personally, I would agree with yearly too. Alongside the marketing plan for that year/next

0 Upvotes
mcaceres
Member

How often should you audit and update your buyer personas?

it’s wise to revisit personas at least once a year especially after big changes to check that they still match with your target customer
0 Upvotes
EMawer
Participant | Platinum Partner
Participant | Platinum Partner

How often should you audit and update your buyer personas?

Revisit your personas regularly, a least every year to make sure they still match your target customers

0 Upvotes
BJacobo
Participant | Platinum Partner
Participant | Platinum Partner

How often should you audit and update your buyer personas?

Hello.

We update our buyer personas yearly.

0 Upvotes
XvanderMijn
Member

How often should you audit and update your buyer personas?

yearly

0 Upvotes
mamorin
Participant

How often should you audit and update your buyer personas?

We update our personas every 6 months 

0 Upvotes
ParthaSaha
Member

How often should you audit and update your buyer personas?

as per business requirement but certainly for too frequent

0 Upvotes
MWilson2
Member

How often should you audit and update your buyer personas?

In my opinion these personas should be re-evaulated yearly for updates; larger changes should be informed by brand research, which in our business will likely be completed in depth every 2 years. 

 

StineHolmgaard
Participant

How often should you audit and update your buyer personas?

We do it yearly as part of our content planning process (and when picking dedicated subtopics for the year)

wabu-hello
Member

How often should you audit and update your buyer personas?

Hello! I think it should update yearly 

MHolmes
Member

How often should you audit and update your buyer personas?

I would recommend annually 

DFoo
Participant

How often should you audit and update your buyer personas?

Personas should change when the business or industry have involved, the decision making and thought process of the customers could change as well. Thus reviewing the buyer personas from that perspective might be more effective, looking at search volume from the internet might give you an idea what is trending and how those trends changes the consumer behaviour

Aaina_Bajaj
Participant

How often should you audit and update your buyer personas?

Well said

0 Upvotes
JLeuzinger
Member

How often should you audit and update your buyer personas?

I would say yearly. However, it probably depends on the type of business and on the company goals.

0 Upvotes
ellasheldon
Participant

How often should you audit and update your buyer personas?

yearly, probably aligned with company goal setting each year.

JeannePawla
Participant

How often should you audit and update your buyer personas?

Yearly

0 Upvotes
Khubaib_riz
Member

How often should you audit and update your buyer personas?

Heya! I have a question; how does Buyer Persona assists you with converting leads into a sale and what practical approaches are required to follow?

0 Upvotes