On the other hand, purchasing managers, engineers, operations personnel, and marketing managers are somewhat easier to reach. You can then use TM to reinforce the message, answer any questions, offer additional information and prequalify the lead. If you have a niche market or limited base, then TM is not for you. Conversely, a broad target market could benefit from TM by providing cost-effective market penetration. TM should always be integrated with other marketing strategies.
Today integrated marketing is the key to increasing response rates.
If you do not have the personnel on staff or plan to use TM for special projects, it probably will be more cost-effective to outsource the project. It really depends on your commitment to the concept and whether it can support a full-time person. Gone are the days of index cards with hand-written customer data. Today we use sophisticated database tracking methods which can analyze, segment, and target specific markets. Large companies have established call centers with automatic dialing to reach their prospective customers.