What Do Small Business Owners Want from Marketing?

I was at a wonderful Cleveland event yesterday called "3-Guys Present People You Should Meet," where (as you would imagine) I got to meet some amazing people (like Christopher Ernst and Stephen Henn) and have some fantastic conversation.  One conversation, in particular, touched on something I’ve been stewing on for a while, that consistently comes up – like in the Small Business Trends Survey we just did — Everybody wants "more marketing."  But what does that really mean?

What is it that small business owners want from "marketing?"

• More money.  This is the fuel for any business.  It comes from customers.  But the really fun conversation revolves around where the best customers come from.
• Great Customers.  Now that’s a fun conversation.  Good customers don’t complain about price.  Good customers are loyal, they not only buy what you sell, they believe in what you offer.  Great customers are priceless. 
• Sales.  Is this where great customers come from?  I suppose it depends on your point of view.  If you’re a savvy sales professional then yes.  If you’re a marketing oriented organization, then it’s your marketing strategy that "ATTRACTS" these great customers.

So I still have the question — what is this magical marketing thing that everyone wants?