Here is what I recommend:
Make your calls 5-10 mins before the hour. When you connect, you basically want to say something along the following lines:
Our mutual acquaintance [name] suggested I should take a look at what you do.
I've been looking at your service this morning and think we can improve X by Y and had to get in touch.
I'm about to dash into a meeting so can't talk for long now, how about we set up a 20 minute call later this afternoon and I'll run you through it?
The basic structure is the same structure I use myself for any form of cold contact.
1. Establish a social or personal connection
2. Quickly demonstrate why you are calling and should be listened to
3. Ask a straightforward yes/no question