Using Facebook For Lead Generation: Underground Elephant CEO Jason Kulpa (Part 2)

Sramana: What was the value proposition of Underground Elephant when you founded the company?

Jason Kulpa: The idea was to remove the middle man from the equation and create more transparency in the process. I wanted to do a deep data dive about who the customer was and what the user experience was all about. We thought we could better the experience between the customer and client and by doing so deliver a better product.

Our focus has been in the large ticket marketing service area. That means we work in the for-profit education space, the financial space, and the insurance space. These are major decisions made by lead inquiries, or candidates. We play match maker between the candidate and the person providing the services.

Sramana: Why would candidates come to you? What is the basis of your relationship with the candidates?

Jason Kulpa: We create content. We have some neat technology that allows us to focus more on a defined message to the reader as opposed to blanket, bulk advertising. We are brand agnostic in the sense that our focus is more about the experience of the person rather than providing choices to them. It is our job to figure out what that client wants with our predictive algorithms and provide the most tailored options to them rather than giving them four or five different options that we want them to receive because that is what we are selling.

Sramana: Would you give me a use case?

Jason Kulpa: One of the platforms we use is social media. An advertisement would be positioned on Facebook, and it might ask if a candidate is interested in a career in law enforcement. When the ad is opened they can fill out an application which is then provided to a school who would than facilitate an enrollment into a curriculum that related to law enforcement.

Sramana: Essentially you are doing lead arbitrage by running advertising campaigns and generating leads for specific clients and selling those leads to educational institutions, is that correct?

Jason Kulpa: Yes. The key is that we are creating the media. We are proactively finding the profile that is most likely to be interested. We are geo-targeting and profile targeting. It is more granular than the old guard of arbitraging.

Sramana: You have figured out a good way of generating leads that have a higher rate of conversion.

Jason Kulpa: Exactly. Not only are we generating a qualified person, but a person who is more likely to stay in that program. It is a continuous sales cycle of plugging in data where we have a profile of who is the most likely to enter a program, which is our profit center, but also stay in a program which is what sustains our clients. That is a key factor for us. We not only generate candidates who will get us profit, but candidates who will remain in the programs.

Sramana: It sounds as though the for-profit education sector is your primary customer.

Jason Kulpa: They are a major component of our business.

This segment is part 2 in the series : Using Facebook For Lead Generation: Underground Elephant CEO Jason Kulpa
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