As in contact cement.

Later in the buying process, pay special attention to contact media. These are media that have direct connections to your audience or that make it very easy for prospects to contact you.

This does not always mean a direct sales call. It means making it easy for prospects to get the kind of information they want. Which at this early stage usually means without a sales rep attached.

In tactical terms, it means things like a truly interactive Web site, a single 800 number, a bounce-back with closest dealer directions, a reply card, coupons, return emails or fax-back information.