After consulting with Claude, I discovered that most of my clients have come from other clients. So, in this case study, I’ll cover some work I did for Shipwire that spurred even further logistics client discovery.
“You crushed it on shipwire’s content. Holy cow, if you wrote that content for their site, I think we need you to do the same for us…”
– Brett Haskins, COO, iDrive Logistics
How a 2021 archive became the credibility marker that closed another client
Three years after I delivered some B2B logistics webcopy, the iDrive Logistics COO sent in a contact form on rachelandreago.com asking about fractional-CMO services. I sent back a proposal, where he reviewed some of my portfolio work and noticed what I had done with Shipwire.
That line (which I almost left out!) expanded my scope and credibility at iDrive. The original proposal didn’t include website work; but Brett added it after diving into some of my Shipwire archive. The pages below are what he saw.
What the engagement was
In July 2021, Ingram Micro’s Sr. Demand Generation Manager submitted a contact form on my site. He’d been looking for a freelance content writer and recognized my work at Deliverr. He explained the website was being rebuilt to reflect Shipwire’s evolving Mid-market focus, and they needed copy that reflected the new frame.
The engagement ran in two phases from late 2021 through 2022:
- Phase 1: Solutions pages (eight total)
- Phase 2: Platform pages (five total)
Total delivery: 13 pages of B2B fulfillment web copy (October 2021)
The scope was content-only — I delivered copy in Google Docs/Word docs, and Ingram Micro’s internal team handled design layout, images, WordPress publishing, SEO, conversion optimization, and promotion.
Phase 1 — Solutions pages (8)
Here’s how we framed eight specific use cases for B2B fulfillment buyers, with each page anchored to a distinct buyer scenario rather than a feature list.
Pages are now part of CEVA Logistics’s web property; original engagement was contracted with Ingram Micro Commerce & Lifecycle Services, 2021–22.
Phase 2 — Platform pages (5)
After completing the solutions pages, the team brought me back on for another set of platform and technology pages showcasing how the Shipwire platform itself works. These were written for the technical evaluator inside the buying committee, rather than the executive sponsor.
Where the work lives now
In 2022, CEVA Logistics acquired Ingram Micro’s Commerce & Lifecycle Services business (the division Shipwire belonged to). All 13 pages I delivered are still live under CEVA’s umbrella with the original copy. A B2B fulfillment buyer who lands on Shipwire today is reading work I wrote four years ago.
That durability is the work’s second proof, paired with Brett Haskins’ reaction in 2024.
What this engagement says about how I work
Three things this archive shows that a prospect evaluating a fractional CMO might be looking for:
Industry-fluent on Day 1. The Shipwire engagement scoped strictly to web copy because at the time I was still on retainer for content for Deliverr, and I needed to narrow my scope to avoid any conflict of interest instead of pretending it didn’t exist. That same scope discipline shows up in every fractional CMO engagement I take. So, if I’m a fractional CMO for a certain industry, I avoid taking on CMO clients in competing spaces.
Per-page vs per-word pricing. I priced this work by the page rather than by the wordcount because impact in B2B fulfillment should be focused on whether the page makes a buyer recognize their own situation. A short page that converts > a 2,000-word page that confuses.
The portfolio compounds. Three years after this work shipped, a COO at an unrelated company found my site, read this archive, and added website work to his request. That’s the engine behind how my engagements actually originate–clients spawn clients, and archived work is the credibility surface that closes scope.
Where this playbook goes next
If you’re a co-founder or C-suite operator at a build-phase B2B eCommerce ops company and you’re starting to tackle your marketing function, reach out. I keep the roster small by design, but I always like jumping into projects I find interesting.