This scenario was brought up by Nastran Andersen during our B2B Sales Magic discussions recently. You have an inbound lead and your talk with them and it sounds like there is a good fit for your product or service to help them. 

Then, when you follow up with them, they go completely dark.

...

This is a great Harvard Business Review Article: To discover what matters most to B2B buyers, the consulting firm Bain analyzed scores of quantitative and qualitative customer studies. All told, it identified 40 discrete “elements of value,” which fall into five categories: table...