Another popular session at Dreamforce 2007 was titled 21st Century Lead Cultivation. My favorite part was the presentation from Jason Hekl, Sr. Director of Marketing at InQuira, which focused on best practices in lead scoring.
I had to do some cold calling today, so naturally I worked from Jeff Thull's script. It's simply the best approach I know to keep the dignity of the customer intact while you're interrupting them with an unsolicited pitch.
It's no secret that marketing to a busines-to-business audience is very different than marketing to a business-to-consumer one. A recent Silverpop study1 on the clickthrough effectiveness of various email marketing creative seems to bear that out: