There’s always someone trying to capitalize on the journey between you  and your customer, in turn causing friction. Why? Because there are  publishers on the internet. While they want to create a better  experience, they also want a piece of the relationship; so they’re going  to charge you per lead or they’re going to charge you a fee. They  create an opportunity for you to talk and engage with your customers,  but they also can dominate the top of the Google Search rankings. Which  means small businesses need to be versed in understanding how Lead  Marketplaces affect their industry.