HubSpot Marketing

JorieMunroe
Academy-Professor/in
Academy-Professor/in

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But like all data, even information you gather on your audience (your personas) can go out of date.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

794 Antworten
MandyS
Mitglied

How often should you audit and update your buyer personas?

We should update the personas annually.

0 Upvotes
EMurphy5
Mitglied

How often should you audit and update your buyer personas?

Yearly

0 Upvotes
BWeinstein1
Mitglied | Platinum Partner
Mitglied | Platinum Partner

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
Mitglied | Platinum Partner
Mitglied | 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
Mitglied | Elite Partner
Mitglied | Elite 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
Mitglied

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
Mitglied

How often should you audit and update your buyer personas?

Continuously!
0 Upvotes
MTelepneff
Mitglied

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
Mitglied

How often should you audit and update your buyer personas?

Quaterly

0 Upvotes
XabTranche
Mitglied | Partner
Mitglied | Partner

How often should you audit and update your buyer personas?

We used to review them every 6 months

0 Upvotes
DDOMNISOR
Teilnehmer/-in

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
Anonymous
Nicht anwendbar

How often should you audit and update your buyer personas?

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

0 Upvotes
ajedavis
Mitglied

How often should you audit and update your buyer personas?

Yearly

0 Upvotes
HWilber
Mitglied

How often should you audit and update your buyer personas?

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

0 Upvotes
IMedley
Teilnehmer/-in

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
YZavada
Mitglied

How often should you audit and update your buyer personas?

every once in a while

0 Upvotes
MDonoghue
Mitglied

How often should you audit and update your buyer personas?

Yearly

0 Upvotes
FNasso
Teilnehmer/-in

How often should you audit and update your buyer personas?

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.

0 Upvotes
SBASS
Mitwirkender/Mitwirkende

How often should you audit and update your buyer personas?

I love this answer!!

0 Upvotes
BDillon
Mitglied

How often should you audit and update your buyer personas?

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

0 Upvotes
CmmWatson
Teilnehmer/-in

How often should you audit and update your buyer personas?

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

0 Upvotes