With Google, Yahoo and social media and blog, prospective buyers can now find information more readily then ever before. Buyers no longer think that they need to engage with sales people to learn about a company and its offerings.
Ordinary sales processes have been replaced by buyer-controlled buying processes, whereby prospective customers move at their own pace and measured by their own criteria.
Sales people are no longer in charge of customers buying processes. One of the few ways left for the sales people is to proactively inform prospects via very tool that they use to get information.
Generation X and Y get their information form peers via Blog and Social media. You need to use those tools to reach out to those people as peers, as fellow consumers, not as sales person.