Jul 11, 20217:26 AM - edited Aug 12, 20219:14 AM
HubSpot Employee
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But like all data, even information you gather on your audience (your personas) can go out of date.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?
Update your buyer personas every 6-12 months or when significant changes occur, like new product launches, customer behavior shifts, or industry changes. This ensures your marketing and sales efforts remain relevant and effective.
One year's research: In database has more than 500 customers, update (via call center) information about them - one times on three months. Last results - 15% lost (changed phone number)...
It depends on the type of business you are engaged in as well as type of business B2C and B2B, I would agree that B2C should be reviewed every 6 months due to market dynamics and changes. B2B probably once a year. Definately critical to ensure you have the most updated buyer personas to execute effective campaigns and target the right customers and consumers.
It all depends really on a few factors like 1: Your Industry 2: If you sell a product or render a service 3: If the product or service is B2C or B2B based
4: Economical/Technological shifts and a few others
For (B2C), you'll want to audit those personas at least every 6 months. Consumers and their interests can change quite quickly! by reviewing search trends, social media, and survey your customers to update their demographics, behaviors, concerns.
For (B2B), you can afford to wait a bit longer between reviews. Maybe check-in every 9-12 months as organizational needs and priorities tend to move slower. But still make sure to connect with your contacts by checking industry news, to catch any changes!
Now, if there are major events - like new technologies, economic shifts, or competitor offerings - you'd want to review your personas for both B2C and B2B more rapidly to address those impacts! Stay nimble and talk to your customers through surveys and detailed interview when you can! Customer feedbacks are very important
(1) Whenever there is a drop in the results/OKRs, a new strategy or tactics must be applied. (2) New product/solution GTM (3) Open a new Industry/Market (as the needs and the solution differ between Industries)
Well, in my view, it really depends on the unique nature of your industry and how swiftly your audience is evolving. But then, I firmly believe it's vital for you to regularly audit and update your business buyer personas. This ensures that you stay in sync with the ever-changing needs of your target audience. Personally, I recommend revisiting them at least once a year, but, of course, every 3 months could be more fitting—it truly depends on you and the specific dynamics of your business and product, especially when considering the cost of translation it into your business strategy or product. Essentially, it's all about being perceptive and listening attentively to your customers' feedback without any preconceived assumptions.
We tend to audit our buyer personas every 6-12 months. However, this can fluctuate in line with market changes, product enhancements, customer feedback and business expansion, to name a few.
