Jonathan Symonds, 2x B2B CMO,  highlights the power of thought leadership as critical to embracing a self-serve buying model. By creating high-quality content, B2B companies can engage their target audience earlier in the buyer's journey while building strong trust-based relationships.

"You're not trying to radically transform buyers in a single piece of content. What you are trying to do is get them to think differently by reframing the conversation." - Jonathan Symonds

Jonathan outlines how thought leadership content allows them to "reframe" the conversation, elevating and clearly differentiating themselves from competitors and establishing themselves as trusted authorities in their industry. And if done correctly, it creates content that serves as a perpetual seller in the self-serve buying world.

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