The next BriefingsDirect discussion explores the changing role and impact of content marketing, using the IT industry as a prime example. Just as companies now communicate with their consumers and prospects in much different ways -- with higher emphasis on social interactions, user feedback, big data analysis, and even more content to drive conversations -- so too the IT industry has abruptly changed.

There's more movement to cloud models, to mobile applications, to leveraging data at every chance -- and they are also facing lower-margin subscription business models. The margin for error is shrinking in the IT industry. If any industry is the poster child for how to deal with rapid change on all fronts, including marketing, it's surely the global information technology market.

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To examine how the IT industry is adjusting to the dynamic nature of marketing, we're joined by Lora Kratchounova, the Founder and Principal at Scratch Marketing and Media in Cambridge, Mass. The discussion is moderated by Dana Gardner, Principal Analyst at Interarbor Solutions.

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The next BriefingsDirect storage management innovation case study discussion highlights how communications cooperative HTC centralizes storage management to gain powerful visibility, reduce costs, and implement IT disaster avoidance capabilities.

Learn more about how HTC lowers total storage utilization cost while bringing in a common management view to improve problem resolution, automate resources allocation, and more fully gain compliance -- as well as set the stage for broader virtualization and business continuity benefits. 

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To explore how HTC attains total storage management, BriefingsDirect sat down with Philip Sellers, Senior System Administrator at HTC in Myrtle Beach, South Carolina. The discussion is moderated by Dana Gardner, Principal Analyst at Interarbor Solutions.

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This BriefingsDirect IT operations innovation panel discussion focuses on the changing role of IT service management (ITSM) in a hybrid computing world.

As IT systems, resources, assets, and information are more scattered across more enterprise locations and devices -- as well as across various cloud service environments -- how can IT leaders hope to know where their "stuff" is, who’s using it, how to secure it, and then accurately pay for it?

Better than ever, it turns out. Advanced software asset management (SAM) methods can efficiently enforce compliance, reduce audit risk, cut costs, and enhance end-user productivity -- even as the complexity of IT itself increases.

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We'll hear from four IT leaders about how they have improved ITSM despite such challenges, and we'll learn how the increased use of big data and analytics when applied to ITSM improves inventory control and management. We'll also hear how a service brokering role can also be used to great competitive advantage, thanks to ITSM-generated information.

To learn more about how ITSM solves multiple problems for IT, we're joined by Charl Joubert, a change and configuration management expert based in Pretoria, South Africa; Julien Kuijper, an expert in asset and license management based in Paris; Patrick Bailly, IT Quality and Process Director at Steria, also based in Paris, and Edward Jackson, Operational System Support Manager at Redcentric, based in Harrogate, UK. The discussion is moderated by Dana Gardner, Principal Analyst at Interarbor Solutions.

Subscribe to the podcast on iTunes. Get the mobile app for iOS or Android. Read a full transcript or download a copy. Sponsor: HP.