12 9 月, 2025
|8分鐘閱讀
B2B 行銷不再像以往那樣運作。多年來，行銷團隊一直困在同一循環——追逐 Marketing Qualified Leads (MQLs)、優化表單填寫，並把預算投向再行銷活動，卻收效日益遞減。我們建立了以歸因為核心、複雜的引擎，卻非真正對市場造成影響的工具。結果？成本上升、管道停滯，買家越來越善於忽視我們。這個模式的根本缺陷在於其短視的焦點。據一項里程碑式的研究顯示，約 95% 的 B2B 買家在任何特定時刻並非處於購買市場中。然而，大多數 B2B 行銷策略卻聚焦於那 5% 的買家。[1] 這造成了一場超級競爭、成本高昂、僅針對微小機會的爭奪。這不是策略，而是掠奪。這場瘋狂的競逐為同一小撮「已準備購買」的潛在客戶服務，真正的獎勵——代表明日管道的 95%——卻被完全遺忘。未來十年的定義品牌不會是最會捕捉現有需求的品牌，而是最會透過不斷教育、寶貴見解與堅定信任去創造需求的品牌。這種轉變不是可選的，而是生存要件。
每個競爭者都在相同的高意向關鍵字上出價，推高點擊成本（CPC），讓獲客成本（CAC）攀升至難以維持的水平。近期基準研究顯示，許多 B2B 行業的平均每潛在客戶成本（CPL）往往超過 100 美元，且在一次銷售通話前就已如此。[3]
我們把最有價值的洞見鎖在表單背後，製造阻力，讓現代買家不再主動尋求資訊。這種做法產生低意向的“潛在客戶”，他們往往提供虛假資訊以取得資產。
我們不斷追逐那些表現出微弱興趣的少數買家，對他們投放廣告，直至他們轉換或對我們的品牌視而不見。這種模式的三大挑戰在於：一、它在「紅海」競爭中運作，成本上升不可避免；二、它忽略「市場黑洞」—— 這些在我們無法追蹤的渠道中學習並形成偏好、在表達購買意圖前就已開始的 95% 潛在客戶；三、 它限制了動量。銷售團隊花時間追逐被行銷稱為「合格」的低品質潛在客戶，造成部門間摩擦，讓管道速度停滯。數據清楚顯示： Gartner 的報告 [2] 指出，B2B 買家現在在整個購買旅程中僅與供應商的銷售團隊互動 17%，其餘時間用於自行研究。如若你的策略僅在買家填寫「聯絡我們」表單時才開始，你就是參與對話太晚了。
Generative AI 可以瞬間產出「夠好」的內容。區分點不再是 what，而是 who 與 why。你不需要更多博客文章；你需要一個強大、原創且機器難以複製的觀點。
買家想要 嘗試，而不是被 銷售。免費模式、互動式演示與免費工具讓你的產品成為獲客的主導動力。OpenView 的 PLG 指標中提到，讓產品說話與買家自行教育、在他們的條件下驗證解決方案，與向銷售發展代表（SDR）說話前的需求吻合度最高。
未來的潛在客戶不會等你發送電子報。他們在 Slack 頻道、私密論壇與小眾社群中尋求同行的建議與推薦。信任在這些第三方空間中建立，而非在你的落地頁面上。當可信任的同儕提及你的品牌時，需求便被觸發。
終極戰場不是爭取潛在客戶，而是爭取注意力與信任。當你在 LinkedIn 上取得閱讀停留、你的 Podcast 受眾分享、或你深度閱讀指南被「稍後收藏」時，你就贏了。需求創造是讓這種注意力持續出現的藝術。新劇本：創造–捕捉–培育 > 捕捉 > 培育 這一策略轉變要求把整個行銷模型顛倒過來。要真正理解這一新模型，就必須把它與傳統方法直接對比。 
傳統的 lead generation 只為市場中的 5% 買家而戰。 Demand creation 為尚未準備購買的 95% 建立信仰。這不只是一個小改動——是戰略的全面重新定位。最具前瞻性的 B2B 公司明白，真正的增長來自三步驟的流程：創造需求、在適當時機捕捉它、培育關係以維持長期忠誠與擴張。讓我們清楚分解，說明這一新劇本如何重新定位你整個 go-to-market 策略： 階段 1：需求創造 這是基礎階段，你要主動教育並吸引尚未進入市場的 95% 受眾。重點在於點燃他們尚未察覺的問題意識、塑造行業叙事，並把品牌定位成成為首選權威。思考原創性思考領導、無需需門的內容系列、播客，以及建立社群，提供真實價值而不索取回報。與傳統上端漏斗的策略「建立知名度」相比，需求創造是有意且可透過受眾成長、互動率與品牌情緒變化等指標衡量的。它不是要立即產生潛在客戶——而是通過早期影響買家心智來擴大你的 Total Addressable Market (TAM)。 階段 2：需求捕捉 一旦產生需求且買家開始顯示購買意向（例如透過自我導向研究或與你的內容互動），此階段聚焦於將這種興趣轉化為可操作的機會。策略包括高意向搜尋的定向 PPC、優化著陸頁，以及像免費試用或演示等產品主導的體驗。與舊模式的關鍵區別在於：捕捉不是瘋狂的爭奪，而是因創造的基礎已經溫暖受眾，競爭較少，CAC 較低。 階段 3：需求培育 這最後階段在捕捉到的需求上，通過持續的關係經營推動轉化、留存與倡導。 這不是昔日被動的「滴灌式」郵件；相反，它是個性化、以價值為導向的互動，透過電郵序列、網路研討會，以及客戶成功案例，引導買家走向購買及之後的旅程。 培育確保創造與捕捉的需求不會消失，將一次性買家轉變為忠實倡導者，推動有機增長。 需求創造不是「培育」的同義詞——後者聚焦於捕捉後與已知前景深化關係，而創造則在上游，點燃買家生態系統中層層擴散的興趣。 這種顛倒式的做法建立了強大的長期優勢，培養品牌偏好，推動增長與留存，尤其當競爭對手縮減支出時更是如此。 95-5 規則提供清晰選擇：你要為 5% 的零散機會而奔忙，還是要培養 vast 的 95% 海洋？
要生存與成長，B2B 行銷領導者必須立即調整策略與手法。 
Un-Gate Everything. Now. Your best, most insightful content should be freely accessible. Gating your expertise signals a lack of confidence and creates unnecessary friction. Removing forms builds a loyal audience that seeks you out for value, no strings attached. This turns your content from a lead magnet into a demand magnet. Embrace Product-Led Growth (PLG) Let your product be your most effective salesperson. Create frictionless experiences—freemium offerings, interactive demos, sandbox environments that allow buyers to see the value firsthand before talking to sales. Empower users to self-discover, self-validate, and self-advocate. When done right, your product becomes the engine of trust, adoption, and expansion. Forge Communities and Partnerships You cannot build influence in a vacuum. Actively participate in the communities where your audience gathers. Partner with other non-competing companies and influencers who serve the same audience. Empower your internal experts through employee advocacy programs. Launch a podcast-and-newsletter loop to become a trusted voice in the channels where your audience is already learning. Build a Content Engine, Not a Content Calendar Ditch sporadic, disconnected assets. Build an “always-on” engine that produces a distinct and valuable perspective on your industry’s most pressing problems. A study by Edelman and LinkedIn [5] found that 73% of B2B decision-makers trust an organization’s thought leadership as a more trustworthy basis for assessing its capabilities than its marketing materials and product sheets for precision. Stop overspending on chasing the 5% and start investing in creating your future market. This pivot is being accelerated by two inescapable technological shifts: the rise of AI and the death of the third-party cookie. AI requires vast amounts of first-party data to deliver on its promise of personalization. Simultaneously, the rise of global privacy regulations is choking off the supply of non-consensual data. In fact, UNCTAD reports, 79% of countries have data protection and privacy legislation in place (as of 2025) [6]. The only sustainable way to succeed is to build your first-party data asset through value and trust. Demand creation is the engine that accomplishes this.
This strategic pivot requires a corresponding shift in how we measure success and allocate resources. First, ditch last-click attribution. These outdated models glorify short-term, bottom-of-funnel tactics and render top-of-funnel brand-building activities invisible. Adopt more sophisticated multi-touch attribution models that assign value to every touchpoint, from the first podcast listen to the final demo request. This provides a more holistic view of how value is truly created. Second, reallocate your budget boldly. A proven framework, advocated by experts at the B2B Institute, suggests a 60/40 budget split: 60% dedicated to long-term brand building and demand creation activities, and 40% to short-term sales promotion. Offer a free version, a valuable standalone tool, or an interactive demo. This respects the buyer’s desire for a “try before you buy” experience and allows them to discover value on their terms. Companies with strong PLG motions often see significantly higher free-to-paid conversion rates than their sales-led counterparts.
You don’t need better leads. You need to build better beliefs—in the minds of your future customers, long before their search for a solution begins. The brands that are winning in 2025 and beyond will not be the ones that generated the most MQLs. They will be the ones who shaped the industry narrative, earned unwavering trust, and built the demand of the future. The future belongs to the creators, not the captors. So, what are you waiting for?
Your next customers aren’t searching for you yet. But they are watching.
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