Inserting datetime using cfqueryparam in a SQL_Server database.

<cfqueryparam cfsqltype="cf_sql_datetime" value= #NOW()#>

Yields the error:

[Macromedia][SequeLink JDBC Driver][ODBC Socket][Microsoft][ODBC SQL Server Driver][SQL Server]Conversion failed when converting datetime from character string.

I have also tried:

<cfqueryparam cfsqltype="cf_sql_datetime" value= #createODBCdatetime(NOW())#>

and numerous other variations to no avail.

BUT

Inserting:

#NOW()#