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But like all data, even information you gather on your audience (your personas) can go out of date.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

SKuttiyan
Member

How often should you audit and update your buyer personas?

Complicated process, normally I get an idea post first demo or interaction with the client. In some cases, based on industry vertical, thier personal interests and past companies they worked with and objectives/goals of client. 

0 Upvotes
CWilkinson
Member

How often should you audit and update your buyer personas?

I think annually would be perfect. 

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KPavel
Contributor | Partner
Contributor | Partner

How often should you audit and update your buyer personas?

Yearly

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ishabehl
Member

How often should you audit and update your buyer personas?

a

0 Upvotes
RocioMote
Member | Diamond Partner
Member | Diamond Partner

How often should you audit and update your buyer personas?

 

Every year, but if necessary before it must be done

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BRiback
Member

How often should you audit and update your buyer personas?

How do you qualify an appropriate representative sample size to ensure accuracy? Would you please share a practical example of a buyer persona set up where the accuracy of the persona is validated algorithmically / tweaked, over time (if impacted by seasonality, for example), based on click behavior of those to whom this persona has been assigned

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CMcGilvray
Participant

How often should you audit and update your buyer personas?

Buying personas should be updated regularly. Each year we review our buying personas to ensure that they match our target customers. If services or products change, we would also update that buying persona or create a new one.

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Agro-Evangelist
Participant

How often should you audit and update your buyer personas?

There is no standard time allocation for persona audit but it is said that audit should happen monthly and whenever a new product is to be introduced.

I run an edtech for agribusiness, and we are 2 years old.I realized the customer persona we have looks different from our insight on social media engagement.When I noticed that, I made it a point of duty to access personas weekly and before any new course is launched.

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JWright10
Participant

How often should you audit and update your buyer personas?

I think yearly is a great place to start as you are able to see potential growth from the previous year and apply that to your new direction.

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SKrause
Member

How often should you audit and update your buyer personas?

This would be depending upon the changes in the business.- If you add a new product line or there are other significant changes to the business, there would likely be reasons to re-examine the personas. If things are staying relatively the same, then at least annually, take a look at them to be sure everything is still accurate.

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JenMalins
Contributor

How often should you audit and update your buyer personas?

Yearly

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sfarshgar
Member

How often should you audit and update your buyer personas?

depends on the sales and marketing strategy and market changes that affect the buyer persona. evey 6 month would be good to review the personas.

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KKamlager
Member

How often should you audit and update your buyer personas?

annually, unless a major business change occurs. Most likely, dramatic changes will not happen, unless a major event happens to disrupt the customer/business model/etc.

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Lexlyb
Member

How often should you audit and update your buyer personas?

I think running an audit once a year would keep persona's relevant and up-to-date with industry and trend changes.

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RMero
Participant | Platinum Partner
Participant | Platinum Partner

How often should you audit and update your buyer personas?

We update them yearly or more often when our offerings shift. We do review them quarterly when we have strategy sessions. 

 

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KenChis
Contributor

How often should you audit and update your buyer personas?

Annually or when a stragetic shift occurs.

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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.

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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.

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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.

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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. 

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