Jul 11, 20217:26 AM - edited Aug 12, 20219:14 AM
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But like all data, even information you gather on your audience (your personas) can go out of date.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?
How often should you audit and update your buyer personas?
Normally, I would say yearly. With the pandemic bringing in new roles and changing org charts in a number of verticals, I would recommend at least bi-annually.
How often should you audit and update your buyer personas?
In an event-free world, annually. However, in the event of huge cultural (George Floyd), natural (wildfires), or catastrophic (COVID-19) events, you'd do well to re-evaluate quarterly.
How often should you audit and update your buyer personas?
Buyer personas are never complete. You'll always get new insights from ever-evolving needs on the client-side, and ever-evolving solutions on the company side that spark a new understanding of needs at the client-side. Don't wait for the end-of-the-year cycle but update as soon as needed.
How often should you audit and update your buyer personas?
In my past roles, I have audited every six months based on communication data and updated yearly. Since moving to my new organization, we do not have personas, so that is a major project for me to head up, with support/buy-in from the team at large.