One of the most rewarding aspects of digital marketing is the feedback you get from your prospects via their own online activities. The content they find most useful; the ads they respond to most aggressively; the social posts that get reposted; the emails that they read and click on; and so on.

None of this is a substitute for those deep but easy-to-do customer interviews. But if you combine the insights you get from interviewing with the interactive feedback you get from your campaigns, you will definitely keep moving in a positive direction in terms of leads and sales.