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But like all data, even information you gather on your audience (your personas) can go out of date.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

Gautambhalla777
Member

How often should you audit and update your buyer personas?

Every Quarter

AndreaP
Participant

How often should you audit and update your buyer personas?

I believe that it depends on our campaign objectives to update the buyer persona, but at least once a month per year.

0 Upvotes
ESingletary
Member

How often should you audit and update your buyer personas?

The pandemic has shown us how fast an industry and their needs can change. I feel a good practice would be to check and update personas every 6 months whenever possible.

0 Upvotes
aagg
Member

How often should you audit and update your buyer personas?

B2B Buyer Personas have not been fully developed for our team. We will need to identify 4-6 buyer personas and formualte what they are interested in based on the needs of the market. Evalution of the personas will need to be visited seasonally.

0 Upvotes
AChristopoulo
Member

How often should you audit and update your buyer personas?

I believe that our Buyer Personas should be updated on an annual basis - therefore, allowing us to reasses and reorganize based on the various changes/new developments we recieve. 

0 Upvotes
EYoung-Colliers
Member

How often should you audit and update your buyer personas?

In my opinion it would make sense to update it at the same time as your contact databse refresh. Why touch the same piece of information twice?

0 Upvotes
MandyS
Member

How often should you audit and update your buyer personas?

We should update the personas annually.

0 Upvotes
EMurphy5
Member

How often should you audit and update your buyer personas?

Yearly

0 Upvotes
BWeinstein1
Member

How often should you audit and update your buyer personas?

I like to review them every 3 - 6 months, based on product release cycles, to see if anything has changed, and take a deep dive at the beginning of the year, looking at any insights that we may have from the last calendar year, in terms of engagement, conversion, etc.

JT20
Member | Platinum Partner
Member | Platinum Partner

How often should you audit and update your buyer personas?

Hi Jorie! I think that since its alot to be done, it should be updated atleast once a year. 

0 Upvotes
CPage513
Member | Diamond Partner
Member | Diamond Partner

How often should you audit and update your buyer personas?

For existing personas, yearly. But I would assess our goals every quarter to see if a whole new persona should be created.  

0 Upvotes
MGallardo
Member

How often should you audit and update your buyer personas?

  • 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
SSaeger
Member

How often should you audit and update your buyer personas?

Continuously!
0 Upvotes
MTelepneff
Member

How often should you audit and update your buyer personas?

I would say, at least in the software market, every 6 months and sometimes consider additional buyer persona criteria based on a new product being introduced into a seperate market.

0 Upvotes
Chaudhary
Member

How often should you audit and update your buyer personas?

Quaterly

0 Upvotes
XabTranche
Member | Partner
Member | Partner

How often should you audit and update your buyer personas?

We used to review them every 6 months

0 Upvotes
DDOMNISOR
Participant

How often should you audit and update your buyer personas?

I think it makes sens to consider updating your buyer personas every time you make changes to your portfolio of products or services and before any forecasting/budgeting exercise. So probably at least once per year.

0 Upvotes
DSchramm
Member

How often should you audit and update your buyer personas?

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

0 Upvotes
ajedavis
Member

How often should you audit and update your buyer personas?

Yearly

0 Upvotes
HWilber
Member

How often should you audit and update your buyer personas?

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

0 Upvotes
IMedley
Member

How often should you audit and update your buyer personas?

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. 

0 Upvotes