It doesn't matter whether you're in B2B or B2C, if you can't turn suspects into prospects who have a qualifying need, and a willingness to pay you to fulfill it, you might as well take your ball and go home.
The problem, of course, is that many people confuse creating awareness with generating real, qualified leads. That's why we talk to so many folks who have been burned before. They've fallen victim to the siren song of digital marketing (i.e. If you build it, they will come). Nonsense!
You can have all the traffic you want. If you're not getting paid, it's a hobby.