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But like all data, even information you gather on your audience (your personas) can go out of date.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

[aafvasconcelos]

It depends on the company. If one company's campaign cycles target personas that are dramatically different from one another, it might be wise to review them before starting to work on the strategy for the next campaign. If the products/services remain relatively the same throughout the year, I wouldn't spend a lot of energy reviewing personas frequently - maybe once a year. Any time a major event impacts culture, however, we should review our personas and strategies - think about the pandemic, for instance. It shifted the consumption habits of every buying persona out there.

[ELara0]

I would say you should audit your buyer personas at least once a month, or once we obtin new information for them that we need to update to their profiles. 

[KikeMorenoM]

Buyer personas should be update and audit in one year. But we need to check information about 6 months for changes or updates.

[HWilliams70]

I would say to keep these as broad as possible so that campaigns can be drilled down after, change infrequently

Buyer Persona + Latest Interaction logic can be used effectively in smartlists

[HWilliams7]

I would say that how often you should audit and update your buyer personas would be once per quarter if you wanted to constantly be up to date/in the new about your buyer personas and how to best market to them. However, some markets do not fluctuate as much and I believe it would be acceptable to market to those markets less than you would a market that is constantly moving/changing. 

[AsherKabir]

I think a specific frequency of updating audit depends on factors such as your industry, audience and the rate of change in your business environment. Generally, it should be updated once a year. 

[DomEngland]

I would say it largely depends on the organisation and their market. If market trends are slow to develop in a particular niche, then 6month-1 year may be appropriate. On the other hand, if the organisation is in a highly competitive and fast-evolving market, quarterly would be better than 6-months. 
Each business would need to evaluate and determine the frequency of audits that is relevant to their goals. 

[MattJGillooly]

Buyer personas are based on a goal customers are looking to achieve or challenge they are facing. These types of issues can change as the market shifts so at minimum a reevaluation once a year is likely necessary but I'd look at every 6 months as a good cadence to allow for adequate development. However, if there are deep shifts in trends and customer needs with a shock from economic activity (high inflation / need for savings) or new expectations then it could be necessary even more often. For example if new products launch it is possible new personas may be unlocked or in the case of ChatGPT this launch has created a dynamic real-time shift in expectations. 

[AKerr243120]

Hello,

I believe you should audit and update your buyers personas when there would be a drastic change or I think it should be done about every 6 months checked and reevaluated for any changes, updates, or items that need to be added.

[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