These results have remained consistent over time, because marketing has always
been about generating leads, increasing conversions and raising brand awareness.
While historically, “leads” have usually been associated with the business-to-business
(B2B) arena, business-to-consumer (B2C) companies should pay attention to this
too. Of course conversions are never guaranteed and pushing a consumer down
the funnel is something that still needs to be worked on, but incorporating the goal
of lead generation into all ways of thinking is beneffcial to any type of marketer. It’s
good to see discussions about sales attribution on the radar (18 percent say it is
among their top goals).