As a lead-generation portal, this website allows marketing managers to post web pages, events, webinars, files, etc. without IT support or technical knowledge. The default ASP.NET CMS platform was customized to allow marketing managers to designate content items (i.e. – "Manufacturing Intelligence Whitepaper") as "restricted". This setting prompted web visitors to register their details to view the content item, thus converting unknown "visitors" into "leads". What's more, Pedrera integrated the registration system with Rockwell's CRM (SalesForce.com) and also created custom marketing reports.