Jul 11, 2021 7:26 AM - edited Aug 12, 2021 9:14 AM
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But like all data, even information you gather on your audience (your personas) can go out of date.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.
Jul 21, 2021 6:37 PM
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.
Jul 21, 2021 5:45 PM - edited Jul 21, 2021 5:45 PM
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.
Jul 21, 2021 2:16 PM
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.
Jul 21, 2021 2:02 PM
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?
Jul 21, 2021 10:35 AM
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.
Jul 20, 2021 5:47 PM
For existing personas, yearly. But I would assess our goals every quarter to see if a whole new persona should be created.
Jul 20, 2021 5:20 PM
Jul 20, 2021 9:33 AM
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.
Jul 20, 2021 3:24 AM
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.
Jul 19, 2021 2:51 PM
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.