This article explains why B2B marketing experts cannot rely only on technological solutions such as marketing automation to drive more effective marketing: Customers are faced with a growing information overload. This leads to an increasingly strong “banner blindness” that affects not only advertising banners but all types of content (emails, etc.). This poses marketing experts with the challenge of guiding potential customers through the buyer journey: More than half of the journey already takes place without sales. To stand out from the information flood, marketing experts therefore need to create relevant content. B2C companies often have a large budget for market research (focus groups, surveys, etc.), while B2B companies usually have to manage without these possibilities. In this article you will learn more about tools used in the context of design thinking to build this empathy, better understand your customers (or potential customers), derive relevant communication ideas from it, and identify which content is relevant in which phase of the buyer journey.