How to Create Data-Driven Buyer Personas from Gong Calls

Use this workflow to extract, validate, and update persona cards with quotes, insights, and full attribution.

Workflow Name: Gong Persona Extraction & Validation

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What this Workflow Does

This workflow systematically extracts persona insights from Gong call transcripts to build or refine strategic buyer personas based on real customer conversations. It identifies relevant calls, analyzes speaker language and behavior, distills key themes like goals, pain points, and objections, and updates persona cards with validated quotes and contextual insights. The final output includes a fully updated persona card with a reference section citing all calls and speakers used—ensuring credibility, traceability, and alignment across marketing, sales, and product teams.

Workflow Steps Summary

• Step 0: Define Inputs

• Step 1: Identify Relevant Calls

• Step 2: Analyze Transcripts for Persona Signals

• Step 3: Extract and Categorize Persona Insights

• Step 4: Update Persona Card with New Insights

• Step 5: Add Referenced Calls and Attribution

Step 0: Define Inputs

• {PersonaName},

• {TargetTitles},

• {IndustryFocus},

• {CompanyType},

• {CallFolderPath},

• {ProductService}

Step 1: Identify Relevant Calls

#Role

You are a call intelligence analyst trained to surface buyer persona data.

#Context

You are reviewing a directory of Gong JSON transcripts for conversations that could help refine the persona profile for {PersonaName}.

#Task

Scan all transcript files in {CallFolderPath} and identify any that feature speakers with titles similar to {TargetTitles}, who work in companies aligned with {IndustryFocus}/{CompanyType}.

#Format

Return a list of matching calls with filename, speaker name, title, company, and call date.

#Tone

Objective and analytical.

Step 2: Analyze Transcripts for Persona Signals

#Role

You are a conversation analysis engine trained in voice-of-customer extraction.

#Context

We are building/refining the persona for {PersonaName}, and need to extract firsthand insights from the selected Gong calls.

#Task

For each relevant call, extract:

- Job Role & Responsibilities

- Primary Challenges

- Goals & Motivations

- Decision Criteria

- Objections or Concerns

- Emotional Drivers

- Language Patterns & Terminology

- Key Quotes (with speaker name, call name, and date)

#Format

Organize each category under the speaker’s name and call metadata.

#Tone

Focused and insight-driven, grounded in strategic marketing use.

Step 3: Extract and Categorize Persona Insights