From Solo Influencer to Company-Wide Advocacy: Tracking Every Social Lead into Salesforce

ABOUT National Business Capital

National Business Capital, headquartered in Bohemia, Long Island, is a business financing company that has funded more than $3 billion to date over 18 years, providing flexible capital, including lines of credit, cash flow financing, equipment financing, term loans, and subordinated
debt, up to $15 million, secured by cash flow rather than collateral. The company also runs a partner program, working with brokers, consultants, and advisors who refer clients into its network.

THE CHALLENGE

CEO Joseph Camberato had already built himself into a self-made social media influencer and the face of the company, but that visibility lived mostly with him. National Business Capital needed the rest of its employees pushing content consistently too, rather than relying on the
CEO’s personal following to carry the brand. The company also wanted to know which leads were actually coming from employee-driven social activity and get that data into Salesforce, instead of treating social-sourced leads as a black box.

THE SOLUTION

MarketBeam gave National Business Capital a way to turn the CEO’s personal momentum into a company-wide effort, with employees pushing content on a continuous basis rather than leaving Camberato as the only consistent voice. To solve the attribution problem, MarketBeam
created unique tracking IDs for each employee and assigned clicks back to the individual who generated them, so every employee-driven lead flowed straight into Salesforce. The same approach extended to National Business Capital’s partners, who were brought into the program
and incentivized the same way, turning referral relationships into another tracked, motivated source of leads.