How often should you audit and update your buyer personas?

[JorieMunroe]

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But like all data, even information you gather on your audience (your personas) can go out of date.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

[Fernandes1]

I'm new to CRM learning and have yet to learn this skill set

[GClements2]

Buyer personas should be updated as soon as a significant change occurs in your audience or organisation. Otherwise, I would suggest reviewing and updating at least once a year.

[WKhan]

For a company like ours, where we have a prospect-to-customer lifecycle of at least 1 year, I believe updating buyer personas after 1 years is the most appropriate for us. 

[NColeman13]

In my opinion, I'd suggest updating buyer personas every quarter of the year along with re-evaluating your marketing goals.

[SEklund]

Interesting, I feel the same, but why?

[Tella]

I will say before the beginning of every company's new calendar year.

[SHordiyenko]

Buyer personas should be audited and updated at least once a year or whenever significant changes occur in your business or target audience.

[SNagirnak]

How often should you audit and update your buyer personas?

Of course, it depends on the type of business. But I would say, at least one every 3 - 4 months.

[OYusupova]

Actually, we need to understand about what type of business we talk. It depends on the company's capabilities and how limited they are. Nevertheless, I am of the opinion that we need to make researches actually once in 4-5 months.

[ALupenko]

I think it depends on the type of business. But at least once in 6 months I would say.

[Laraghaith]

Buyer personas should be looked at every quarter to make sure they are aligned with the developments occurring. 

[PLuquePlaschk]

I think that buyers oersonas should be audited every 12 months and check if somehting has changed or if the target market doesnt seemto be the right one

[JCakmak]

At least one every 3 months

[JBarajas0]

In my opinion I believe that you should audit buyer personas no longer than 12 months. Just as long as there is a generous amount of change in the target market or even the customer base then you should audit sooner than 12 months. 

[Austinreinders]

I think that you have to let the plan go for a period of time before changes can be made. This depends on how long your buyer personas have been going and how many times they have been altered to achieve your perfect customer. I think starting quarterly then 6 months to possibly an annual review depending on your KPI's performance and business needs.

[SAdesina]

In my own opinion, I believe an audit or update of buyer personas should be quarterly. This tends to be timely. 

[CMaitland]

Every 3 months

[Afreen18]

should be updated anytime.

[Jassonx2]

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@JorieMunroe wrote:

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. 

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Every quarter (4 months)

[OLIVINGSTONE]

Given the crtical importance of having a Buyer Persona, I think the concept is one to be embedded in the strategy of all periodic events or goals. This will guarantee that is reviewed often, kept fresh and up to date, ensuring its accuracy per time as it is being deployed.

[AnaKo]

It is generally recomended to audit buyer personas every 6 to 12 months, or whenever there is a significant change in the target market or customer base. We can audit personas more frequently if there is a shift in customer behavior or preferences, or if new product or service is laucned that require a different approach to marketing. It is important to keep the personas fresh and accurate to ensure that our marketing efforts are effectively targeting the right audience.