Relevance resonates ITSMA research shows that 75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business. Would you read unsolicited marketing materials Would you pay attention to these marketing that contain ideas that might be relevant to your materials even if they were from solution “ You need to create stories that business such as success stories, research reports providers you had not previously done business the right people in your targeted and webinar invitations? % of respondents (N=346) with? % of respondents (N=258) companies would actually like to read and share.” % No 25% 8 No Johan Sundstrand, VP Sales, Jabmo % % 75 Yes Yes 92 Source: ITSMA, How Customers Choose Study, North America, 2007 63