One of the things that always bugs me is having to register to get information from a vendor’s website, particularly basic product information such as brochures or webinars. I know that Marketing wants to collect potential lead information so that Sales can follow up, but I’m not sure how good the hit rate is on a cold call resulting from a website visit. Furthermore, there have been many times when I’ve not bothered to download product information because of a registration requirement, and I’m sure that a lot of people have had the same experience.
It makes sense to gather information if you’re distributing, for example, a Gartner report where you have to pay per download, but for the rest of it, why not just open up the information and let people see a bit of what you have to offer before starting to try to sell them directly?
That’s exactly what Lombardi’s done with their newly-revamped online BPM resource center: check out the videos of product demos available without registration. However, if you scroll down the page and request a brochure, you’re back to having to register — definite points off for that, guys. C’mon, it’s a product brochure, not some state secret, just give it away without a hassle.