The call-to-action (CTA) is a core component of any marketing effort today, especially within the B2B space. Without one, how do you expect your target audience to do what you need them to do?
Research shows that call-to-actions perform better than AdWords, with the average click through rate being 3.29 percent across all industries, likely due to the increasing number of users running ad blockers.
CTAs are not a one-size fits all deal either. There are channel-specific, audience-specific, and objective-specific best practices. A powerful email call-to-action could make for a VERY lousy social media CTA.