Intelligent Enterprise

Here's a company that gets how marketing 2.0 works: Metastorm is publishing podcasts on iTunes (that is, you can get them without providing your personal information to Metastorm) as well as having a YouTube channel and customer success stories on their own site that don't require registration.

I posted a while back about how Active Endpoints is publishing webinar replays (video) as well as audio podcasts and product release information (PDF) all in an RSS feed that I subscribe to in iTunes, no signup required. IDS Scheer has ARIS TV, also on YouTube. More companies are realizing that blogging is just the tip of the iceberg when it comes to new ways to interact with their audience.

Examples of companies that don't get it: one that sent me an unsolicited email with a 2MB product brochure attached, with the comment:

As I see from your blog that you don't like registering for basic information (which we currently require you to do at the moment on our Web site — although it is currently up for discussion!) I have attached our corporate overview brochure for you and would be happy to send you any other info you would find useful.

The point is not that I don't like registering on vendor Web sites, it's that no one likes registering on vendor Web sites. I'm not looking for special treatment, I want companies to change the way that they interact with anyone looking for information: the easier to you make it for someone to get information about your company and product, the more likely that they are to return to your site.

Oh yeah, while you're all at it, can you please publish full feeds for your company blogs? With over 250 subscriptions in my reader, the chance of me clicking through to a vendor blog to read the entire post is near nil.