Don't resort to cold calling to sell your product. It rarely works. Instead, change your approach to broadcast what you're all about in areas where your target demographic pays attention

Look at what other successful promoters are doing and see if you can do something similar. You could create a generic release PR and tailor it for each spot where you are going to promote it, then submit away

Uncompromising honesty.

When you have to spend money on something you don't understand, where do you go? To that one mechanic, hiking gear store, tax advisor who has always been honest with you. People will drive across town to specifically visit their trusted business. They'll sign blank cheques to them.

This is how I behaved towards the small businesses I worked for, and it's how I behave towards my readership. I was always rewarded for it in the long run.

This also applies to cold marketing. I have picked many products because I found their blog and it wasn't a shallow content marketing attempt. This especially applies to experts like lawyers.

Most B2B startups need to get early sales through social connections (friends, family, former coworkers, etc.) If they can't do that, they almost always fail.

Sometimes the right investors can open doors, but going the VC route is so awful that I don't recommend it to anyone. If you're talented enough to get venture funding, you can probably get $200+k/year, easy job at a big company that lets you go home at 5pm.

Sell something that tired people want.

It worked for the My Pillow guy.

Depends on the product. Products like Confluence and Slack come in through the backdoor because employees start adopting it (without management consent).
Truly innovative technology should be able to sell itself by word of mouth.
b2b - which sector?

Maybe you could try google advert -> free consult offer e.g. 4 hours free related to product area -> offer product and/or paid consulting

Or something like this.

Could be a white paper that is actually useful instead.

Basically shift towards marketing away from pure selling