How often should you audit and update your buyer personas?

[JorieMunroe]

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But like all data, even information you gather on your audience (your personas) can go out of date.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. 

[ShreyanshFCMO]

- For Clients, I recommend every 6 months. For us, I do once a year

[EEllington]

yearly

[ACrouch]

Annually. Add and remove based on previous years clients, future prospects, audience you want to reach and new goals.

[kevinSCintronW]

I would say Quarterly. 

[TeeDeeDubya]

As a general rule, I would suggest once a year as long as your target market stays the same.  

[Sasha1024]

I would say yearly as company realignments, budgets, strategies and goals usually occur once a year.  If a company has a merger though, you should refocus on the business persona for this client. 

[MMangala]

I think yearly makes sense, but I think this is also an ongoing effort. I think a buyer persona and ICP should be as detailed as possible.

[SRada]

Hi Jorie.

 I'm still in the learning process.

[GColl2]

probably yearly....

[bsorden]

I think updating personas twice a year is sufficient.

[Rituparna]

Hmm this is interesting I think it should be along the line of 6 months we should review 

[NAranguren]

Hello, At least once a year but ar often as possible

[jliucoop]

quarterly

[JuliaLindemon]

I think once a month would be good to start

[sanoobar]

Hello Jorie

[MLamothe]

I think you should check, and if needed, update your buyer personas every time there is an important upgrade on the company. Big projects releases, changes in the way of organizing, big product news, etc. 

[SSuruchi]

Hi Jorie,

In my opinion, buyer's persona should be audited and checked every three months. We should resend the surveys and the questionnaires that we had originally used to get the customer's information and tally it with the previously collected data. 

If the customer does not respond, we can design similar but different and engaging surveys or questionnaires to collect the customer's information. 

Thanks,

Soumya Suruchi

[MLitwa]

I think buyer personas should be updated at least once a year, or whenever your business launches a new product or service.

[Ash11]

Yearly!! 

[GLaviano]

I think this can depend on how old the business is. For example, a start up may adjust the persona after 6 months after they learn more about their potential customers. After established an annual review maybe more appropriate

[StephC]

It should be reviewed every 6 months. MAy not need updates but always good to keep checking in and watching the market.