NorthStar Systems doubles revenue with e-mails, 'telenetworking'

摘要

Last year, NorthStar Systems International, a provider of software solutions to financial services institutions, set out to increase brand awareness and generate sales leads among its audience of wealth management executives. The company, spun off from a technology incubator in 2003, had landed several key clients, but wanted to establish its brand in the marketplace, said Vicki Morris, VP-marketing. NorthStar's limited marketing budget presented a challenge, however, as did the fact that its target buyers are hard-to-reach, senior-level executives. NorthStar decided to use a series of e-mail marketing campaigns, as well as webinars and online advertising, with a strong focus on segmentation, to accomplish its objective. It began the marketing push in the second quarter of last year with a campaign focused on finding buyers for its integrated wealth management software platform. To do so, the company used a title-based segmentation strategy that targeted wealth management companies handling clients in the $5 million-plus asset tier.