在此數位轉型和人工智慧大爆發的時代，數據驅動的行銷科技（MarTech）被視為是一套革命性的方法，用以解決存在於行銷領域數十年的下列痛點：1.如何更清楚地瞭解客戶/買家的角色，並準確預測他們的消費/採購行為；2.如何衡量行銷活動的有效性，並證明相關支出與投資的合理性；3.如何掌握合適的時機和場合與客戶/買家互動，進而優化他們的品牌體驗。

行銷科技的核心是「精確」。它為行銷專業人員提供了可經數據驗證的策略，以說服組織中的利害關係人，並與銷售團隊和其他部門進行更緊密的合作，以快速回應比以往更為動態且破碎的消費者旅程，以及不斷變化的商業環境。

目前，B2C產業較傾向擴編行銷自動化資源，包括了組織內人員、供應商、管理軟體及行銷預算，行銷科技也較多被 B2C 產業採用，企圖從海量的數據中拆解答案、拼湊消費者面貌，並找出消費者洞察。這些數據可能來自於從過去到現在不同時期的CRM 系統，以及全時從線上線下多個管道持續產生。雖然B2B企業的買家/潛在買家數量遠遠不比B2C企業，且多為計劃性的採購，但B2B 企業是否也有必要導入行銷科技，以獲得相同的效益，為一值得探究的議題。

為深入了解此一課題，本研究分析來自企業管理、行銷、B2B 銷售與行銷，以及內容行銷等領域的相關文獻，以呈現 B2B 銷售、B2B 行銷的關鍵要素，B2B 銷售/行銷專業人員數位時代，特別是在後疫情期間的挑戰，並探討如何透過行銷科技來加以因應與解決。此外，本研究也探討B2B 行銷經常使用、更被視為是最重要的方法：內容行銷，並嘗試分析如何在行銷科技的基礎之上，更敏捷的產製適合的內容、回應需求、為買家提供更多價值，進而改善買家體驗，提升銷售結果。

研究顯示，B2B採購與B2C消費有許多不同之處，包括：1）採購決策小組人數眾多；2）各負責單位的關鍵績效指標KPI不同；3）採購流程與決策時間長；4）採購牽涉的金額高、議價幅度大； 5）買家於開標前進行前期的資訊蒐集與研究，定見已成，形成銷售人員後續介入時的阻力等。而銷售團隊向來最重視的面對面會議、交際互動等方式，在後疫情時代的頻次勢必減少，使原本與買家互動機會就已相當有限的狀況更為困難，企業與其銷售團隊更需要具備在數位環境下持續推動銷售、維護客戶關係的能力。行銷科技導入可望幫助B2B行銷團隊更早掌握目標買家的研究興趣，提供優質且相關的內容與資訊，提升買家對B2B供應商的心佔率與信任感，降低銷售團隊介入時的阻力，加速結單流程。

最後，「以數據為本」的作業概念已被廣泛接受，行銷科技將「數據」納入行銷的標準，意味著一個不同的行銷時代的來臨，除了在B2C產業看見成效，預計也將逐步導入B2B產業，進而優化行銷與銷售的成果。

In the age of digital transformation and AI, the data-driven MarTech (Marketing Technology) has been viewed as a set of revolutionary approaches to solve the pain points existed in marketing practices for decades: 1) How to get more clarity of customers/buyers personas and make accurate predictions of their behaviors; 2) How to measure the effectiveness of marketing initiatives and justify the expenses/ investments; 3) how to seize the right moments and opportunities to engage customers/ buyers, thus optimizing their experiences with the brand.

The core of MarTech is "precision". It may have provided marketing professionals with a data-proved strategy to convince stakeholders in organizations better and seamlessly collaborate with the sales team and other departments to quickly respond to the dynamic and fragmented customer journey and the ever-changing business environment.

It appears that B2C businesses are more willing to invest resources in marketing automation, including in-house talents, agencies, software stacks, and budgets. MarTech is also adopted by more B2C businesses to answer the questions and find out the insights from the massive data generated all the time from online and offline channels, accumulated from the past and the current time via different CRM systems. Though the total data amount of customer/ potential buyers is much lesser than B2C businesses have, and most of the purchases are planned activities, it is worth understanding if MarTech can be introduced to B2B business and improve B2B sales/ marketing efficiency.

This study analyzed literature to explore better the topic ranged from business management, marketing, B2B sales & marketing, and content marketing. It spelled out the key elements of B2B sales and B2B marketing and elaborated how can MarTech help B2B sales/marketing professionals tackle the challenges in this digital era, especially during the post-pandemic time. In addition, the study also dived into how content marketing, the most used approach in B2B marketing, smartly and quickly create relevant content, delivers more value, and improves buyers' experiences with the support of MarTech.
The study shows that there are many differences between B2B procurement and B2C consumption: 1) More members joined the purchase decision group; 2) Each member has their agenda and KPIs; 3) Purchase process is long, and it takes time to make a decision or reach consensus; 4) Total budget involved is high, and the price range is extensive; 5) Buyers have done researches before getting in touch with suppliers, they may have their preferences before the process, which made it challenging for the sales team to influence in the bidding stage. As for personal engagement, which is considered an important way for salespeople to develop customer relations, is unlikely to do as frequently as it was during the post-pandemic period, B2B businesses must equip the capacity of "selling in a digital environment." MarTech can be the solution to seize buyers' intents in the early stage and help the sales team to lower the barrier and accelerate the closure process.

The concept of "data-based operations" is well-received. With "data" incorporated in its criteria, the rise of MarTech unveils a different era of marketing. Given that it started to show results in B2C businesses, MarTech is expected to be adopted by B2B businesses and optimize the sales and marketing results.

第一章 緒論
1.1 研究背景與動機………………………………………………………………………………………………… 9
1.2 研究目的…………………………………………………………………………………………………………… 12
第二章 文獻探討及研究方法
2.1 文獻探討…………………………………………………………………………………………………………… 14
2.2 研究方法…………………………………………………………………………………………………………… 17
第三章B2B銷售與行銷
3.1 新商業環境下之B2B銷售與流程……………………………………………………………………… 19
3.2 B2B的消費者旅程 (Consumer Journey)與銷售漏斗………………………………………….. 22
3.3 B2B銷售人員的挑戰………………………………………………………………………………………….. 26
3.4 精準的B2B行銷 - 目標客戶行銷（Account Base Marketing, ABM） ………………. 27
第四章 MarTech如何協助B2B行銷
4.1 MarTech的崛起…………………………………………………………………………………………….…… 30
4.2 B2B與B2C在數位行銷差異………………………………………………………………..……………. 33
4.3 B2B數位行銷的挑戰……………………………………………………………………………..………..... 34
4.4 行銷自動化……………………………………………………………………………………………..…………. 35
第五章 內容行銷借助MarTech進行B2B行銷
5.1 內容行銷為B2B行銷重中之重……………………………………………………………………..….. 38
5.2 4P 在B2B行銷中的新角色：S-A-V-E…………………………………………………………………. 38
5.3 MarTech與內容行銷………………………………………………………………………………………….. 40
5.4 MarTech 未來趨勢與所需人才變化…………………………………………………………………… 43
第六章 結論與建議………………………………………………………………………………………………………….. 45
參考文獻………………………………………………………………………………………………………………………….. 52
圖目錄
圖1. Distribution of Buying Groups’ time by Key Buying Activities .…………………………… 15
圖2. Stage of Organizational Buying ……………………………………………..…………..……………… 22
圖3. 數位時代中消費者旅程破碎 …………………………………….…………………………………….. 23
圖4. 　 B2B Buying Journey & its Implication for Sales .…………………………………………….…. 24
圖5. B2B 銷售生命週期 （B2B銷售漏斗）…………………………………………………………… 25
圖6. 影響購買決定的平均可能性 …………………………………………………………………………. 26
圖7. 傳統行銷與ABM行銷之差異 ……………………………………………………………………….. 28
圖8. 理想客戶檔案與採購者Persona ……………………………………………………………………. 29
圖9. 台灣第一張MarTech 地圖 ……………………………………………………………………………… 31
圖10. B2B的行銷新4P：S-A-V-E …………………………………………………………………………….. 39
圖11. Top 5 Content Marketing Issues of Importance to B2B Organizations in 2018. …. 42
圖12. MarTech應用下理想的行銷組織 …………………………………………………………..………. 44
圖13. Gartner對未來商業環境預測 ………………………………………………………………………... 47
圖14. Content Marketing Activities MarTech Must Support………………………………………… 49
圖15. The Rise of Marketing Technologist ………………………………………………………………….. 51

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圖片參考文獻:
圖1. Distribution of Buying Groups’ time by Key Buying Activities. 資料來源：Garner.com. Retrieved May 16, 2021 from https://www.gartner.com/en/sales/insights/b2b-buying-journey
圖2. Stage of Organizational Buying. 資料來源：Lumen.com. Retrieved June 26, 2021 from https://courses.lumenlearning.com/wmopen-principlesofmarketing/chapter/b2b-purchasing-decisions/
圖3. 數位時代中消費者旅程破碎。資料來源：MarTech Asia 2021 研討會簡報
圖4. 　 New B2B Buying Journey & its Implication for Sales. 資料來源：Garner.com. Retrieved May 16, 2021 from https://www.gartner.com/en/sales/insights/b2b-buying-journey
圖5. B2B 銷售生命週期 （B2B銷售漏斗）。資料來源：阿物科技B2B行銷入門手冊
圖6. 影響購買決定的平均可能性。資料來源：哈佛商業評論中文網。Retrieved May 16, 2021 from https://www.hbrtaiwan.com/article_content_AR0004640.html
圖7. 傳統行銷與ABM行銷之差異。資料來源：PlanetMarTech.com. Retrieved May 23, 2021 from https://planetmartech.com/a-complete-guide-to-b2b-account-based-marketing/
圖8. 理想客戶檔案與採購者Persona。 資料來源：Hubspot.com. Retrieved June 26, 2021 from:
https://blog.hubspot.com/customers/ideal-customer-profiles-and-buyer-personas-are-they-different
圖9. 台灣第一張MarTech 地圖。資料來源：AMT 亞太行銷數位轉型聯盟協會。Retrived from June 26, 2021 from https://www.amt.org.tw/#report
圖10. B2B的行銷新4P：S-A-V-E。資料來源: Inc. Retrieved June 26, 2021 from
https://www.inc.com/help-scout/why-the-4-ps-of-marketing-might-be-outdated.html
圖11. Top 5 Content Marketing Issues of Importance to B2B Organizations in 2018. 資料來源：ContentMarketingInstitution.com. Retrieved June 30, 2021 from https://contentmarketinginstitute.com/2018/10/research-b2b-audience/
圖12. MarTech應用下理想的行銷組織。資料來源：ChiefMartec.com. Retrieved June 30, 2021 from https://chiefmartec.com/2010/04/rise-of-the-marketing-technologist/
圖13. Gartner對未來商業環境預測。資料來源：ChiefMartec.com. Retrieved June 28, 2021 from
https://chiefmartec.com/2021/03/marketing-superpowers-ai-code-transform-every-marketer-maker/
圖14. Content Marketing Activities MarTech Must Support. 資料來源：Slideshare.net. Retrieved July 26, 2021 from https://www.slideshare.net/MarTechConf/boosting-content-marketing-roi-through-technology-by-dave-chaffey
圖15. The Rise of Marketing Technologist. 資料來源：ChiefMartec.com. Retrieved June 30, 2021 from https://chiefmartec.com/2010/04/rise-of-the-marketing-technologist/