Speaker Spotlight: Brent Robertson
Marketing the Marketer
Thursday – 10:30 AM
Standing out from the crowd is more difficult than ever in the competitive A/E/C marketplace, so why do marketers continue fighting the uphill battle to be recognized and get the resources they need to be successful?
After attending this lively program and you will walk away with a new perspective on your role and versatile new techniques to maximize the impact your voice and your work has.
ÜBER recently spoke to Brent to find out a bit more about him and his presentation:
Q&A with Brent
What are you most excited about sharing in your presentation? How to give good ideas the best chance of success getting acted upon. Marketers have lots of them, but have a difficult time getting the sponsorship they need to act on them.
What led you to specializing in the topic you are presenting on? Knowing how important marketing (not just business winning) is for A/E/C firms, and how few principals see it as anything more than a business expense. In my experience, marketing professionals in the A/E/C space are some of the hardest working and most dedicated people I have ever met. If my session can help them get a leg up, become more successful and be seen as essential by the leaders of their firms, that’s a win!
What advice do you have for up and coming professionals in the industry? The industry is in a state of fundamental transformation. Your ideas and your efforts are essential to the future success of the industry. Do your best to understand the A/E/C world you are inheriting, the language it uses, the paradigm it operates inside of so you can describe the future you see in terms those that control the current reality can hear.
How do you get buy in on strategy from skeptical technical staff? Talk about what you are trying to do in terms they care about. Learn what concerns them – make sure your strategy addresses those concerns first, then explain the additional value second.
As a child, what did you want to be when you grew up? An architect
What is your dream vacation? Traveling across some wild landscape without the aid of any modern technology
Brent works with leaders to design futures worth fighting for. A partner at Fathom, he champions an approach to strategic planning, employee engagement, leadership succession and market differentiation that prioritizes people and relationships. As a result, his clients don’t simply plan their futures, they bring them to life through the energy of organization-wide involvement in, and commitment to, generating valuable businesses that matter. Brent has been a consultant to the AEC industry for over 15 years and is a prodigious writer, speaker and strategic advisor for the national associations that serve the industry.