If someone is interested enough to seek out your company through Google or any other means, I think you should make yourself as easy to learn about as possible. This includes over-balancing the scales and delivering knowledge about how your products, services, platforms or applications uniquely solve tough problems for customers. Eliminating registration forms takes down a major hurdle to being better known as a solution to potential customers’ problems. It can even help a company become a thought leader, as long as the content is exceptionally strong and useful.
Marketing departments however are more required than ever to generate measures of performance regarding campaigns. Because of this, registration pages stay up, some of them longer than applications to get into the college of university of your choice.
I gave their Docmetrics a test-drive to see how the underlying technology works.
Basically it allows you to get a few pages into a white paper and prompts you for only for your first name, last name and e-mail address. Docmetrics provides analytics of which white paper is downloaded and a series of other metrics. Marketing gets their metrics, and the prospect gets an instant download with just a few questions presented into the PDF.
Michael Stelzners’ blog entry comments had mixed reviews of this approach. I’d say that the approach from Docmetrics is a good compromise between taking down a registration page on the one hand, and requiring prospects interested in your company have to fill one out on the other.
The bottom line is that hurdles need to come down in sharing information, and getting away from those lengthy and tedious registration pages through more interactive solutions like this one is a step in the right direction.