1) Are you racing? 2) Time trialing? 3) Riding in lots of rain? 4) Very deep puddles? 5) Want BBs that are the fastest? 6) Or go the longest distances between overhauls.

For 1) or 5), Campagnolo or Phil Wood. 2) Clean and use just oil; 3:1 or equivalent. (And expect to repeat the whole procedure every ride.) 3), 4) and 6) Marine grease. (The blue stuff in a can or grease gun cartridge at NAPA and the like.)