Embrace the Uncertainty: Aaron Berger on B2B PR, GEO Skepticism, and the Founder Mindset

What does it take to build a B2B brand that journalists actually want to cover and does that change when the journalists no longer need a masthead?Aaron Berger, Principal and Co-Founder of A/M Partners, has the answer. From a Washington DC cab to Ketchum, Mastercard, IBM and now his own firm, Aaron has seen the industry evolve rapidly.In this episode, we discuss why prestige media validates rather than drives B2B sales, the need for a hybrid top-down and bottom-up media strategy, why independent journalists now matter as much as major mastheads, getting comfortable with uncertainty and with clients leaving and much more.Connect with Aaron Berger on LinkedIn: https://www.linkedin.com/in/aaron-berger-0934101a/Check out A/M Partners at https://am.partners/Chapters00:00 The Origin Story06:06 The Rise of Independent Journalism11:36 Measurement in B2B PR19:30 The Shift to Fractional Work25:18 The Evolution of Fractional Work31:06 Learning from Business Operations