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But like all data, even information you gather on your audience (your personas) can go out of date.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

[Anonymous]

Personas should be reviewed prior to the state of each campaign.

[ajedavis]

Yearly

[HWilber]

Yearly, or if there is a major change within the company

[IMedley]

I think it would be ideal to have a benchmark each year to update buyer personas.  If there is a significant change to your line of business that affects your current buyer persona, then I would change immediately. 

[YZavada]

every once in a while

[MDonoghue]

Yearly

[FNasso]

Hi Jorie,

Personas should be reviewed whenever there is a substancial change in behaviour, or create a high-level one and adjust some variables very often if on a fast-moving business, such as fashion or FMCG.

[SBASS]

I love this answer!!

[BDillon]

I evaluate buyer personas on an annual basis to determine are they still relevant for our sales/client objectives.

[CmmWatson]

Your buyer personas should be updated at least quarterly but definitely after an unsuccessful campaign - 

[NBhongale]

hello

[Dcroicy]

every 6 monyhs

[NMPohl]

Definitely at least annually!

[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.