Lead generation can be an incredibly successful strategy to generate new business but it can also be a very expensive and frustrating one for the uninitiated, writes Justin Rees, director of marketing and partnerships at LeadPoint

Despite the fact that hundreds of advisers are buying leads every day across the UK there are still a number of misconceptions about the industry.

&ltb&gtLeads are not customers&lt/b&gt
The UK Internet Advertising Bureau (IAB) defines a lead as “a piece of information about a consumer who has stated they are interested in a product or service and given their express consent to be contacted about that product or service. This person has responded to some form of response-geared marketing because they are in the market for the advertiser’s product or service.””