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But like all data, even information you gather on your audience (your personas) can go out of date.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?
Annually, for sure. Six months isn't enough time for adequate data gathering; especially as buying habits and decision-making can be seasonal (especially in my industry). If resources do not allow for this, every other year is sufficient UNLESS your organization has undergone a significant change. For example, a merger.
How often should you audit and update your buyer personas?
I would say every 6 months or annually unless something significant has happened in that particular marketplace. I also think opinions/buyer habits change more quickly in emerging markets than more mature markets so geography can play a role. Also, the resources required to monitor these changes should be available to the company.
How often should you audit and update your buyer personas?
It definitely depends on the industry or the business you are working with. Some companies are constantly evolving, growing, and making changes, while others are complacent where they are, so I think it's important to keep that in mind when deciding how often to update you buyer personas.
How often should you audit and update your buyer personas?
It is definitely industry specific. For example, in my industry, which is B2B pharma/biotech, I'd say it requires review every 6 months due to the continued advancement of medicinces and the speed of technological or regulatory change within the industry. This means needs and challenges can quickly change. If your industry experiences rapid change and development then regular review is critical.
How often should you audit and update your buyer personas?
Our business has close ties to a considerably older age group, and I believe these customers are rather loyal to our business. Consequently, we cater to them by continuing traditions that they are used to.
Saying this, I believe we've gathered a rather wider audience that we may not be listening to as thoroughly. We need to audit our customer base and update the user personas now to continue delivering the products and services that are most relevant to our customers. Going forward, perhaps a buyer persona audit every 2 years for our company.
How often should you audit and update your buyer personas?
Aren't you technically updating buyer personas from campaign to campaign in order to better customize your marketing message? I'm a marketing rookie, but it seems like make a "blanket persona" might do a disservice to each campaign your marketing team is doing.
