After consulting with Claude, I found that many of my clients come from other clients. 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 (April 2024)
How a 2021 archive became the credibility surface that closed an iDrive engagement in 2024
Three years after I delivered this work, an iDrive Logistics COO sent 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 moment closed the scope expansion at iDrive. The original proposal didn’t include website work; Brett added it after deep-diving the 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 this 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 Word-doc copy, and Ingram Micro’s internal team handled design layout, images, WordPress publishing, SEO, conversion optimization, and promotion. The pricing was per-page rather than per-word: *a short page that converts beats a 2,000-word page that confuses.*
Phase 1 — Solutions pages (8)
How Shipwire framed eight specific use cases for B2B fulfillment buyers — 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)
How the Shipwire platform itself works — written for the technical evaluator inside the buying committee, not 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. The first is Brett Haskins’s 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, Deliverr — Shipwire’s competitor — had me on retainer for blog work, and I scoped the engagement around that conflict instead of pretending it didn’t exist. That same scope discipline shows up in every fractional CMO engagement I take.
**Per-page pricing, not per-word.** I priced this work by the page rather than by the wordcount because impact in B2B fulfillment isn’t tied to length — it’s tied to whether the page makes a buyer recognize their own situation. A short page that converts beats a 2,000-word page that confuses.
**The portfolio compounds.** Three years after this work shipped, an unrelated COO at an unrelated company found my site, read this archive, and added website work to his proposal. 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’ve been known to jump into projects I find interesting.