- How they went about to look for you. What google search they did, whether they checked out reviews and how, etc. this is to better focus your SEO and adwords campaigns.
- What their decision process looked like. Was it a single person making the call, or were several people involved? What objections got raised? What were their key decision criteria? Raise them in your sales copy or in drip emails.
- Are they talking about your product? Would they? This is to help you spot segments with viral potential. Don't forget to politely ask for referrals if applicable.
- And, of course, feedback on the product itself. But don't spend too much time on this, and don't promise anything or build expectations.