Yesterday I had the pleasure and the privilege to interview Vicki Morris, who is VP of Marketing at NorthStar (the leading provider of wealth management software to financial services institutions).

In the interview, I asked Vicki to tell us a bit more about NorthStar so that I could get a better feel of their business and target audience. She said that in their industry it’s all about who you know, so it’s very relationship-based. Because of this and because they are on a tight marketing budget, Vicki was tasked with finding both an innovative and cost-effective way to tell their market that a new class of software was available and of course to generate leads and sales.

To achieve her goals, Vicki and her team experimented with 3 different types of strategies. She will share the results and outcome of these three strategies in her session "B-to-B Segmentation Strategies and Procedures" at MarketingSherpa’s Email Summit next week but she already shared a lot of the information and best practices with me yesterday.

So, if you want to find out how she managed to double the number of client engagements and revenue of her company in just 1 year, you should definitely listen to my interview with her (mp3, 7MB, 29 min).

You can find a sample of their newsletter here and here is an example of the email postcards they use: