Why we do this series? Because we love a good challenge and want to help fellow marketers get inspired by companies that are doing things right and the right things. At the end of this article, we’ll share our favourite aspects of OneRails’ marketing approach.

(PS: If you need help, wink-wink, send us a message. We have Milk & Cookies and good strategies).

📝 A quick note before you start reading:
The data and analysis in this article are valid as of the time we wrote it. We don’t know when you’ll be reading this, maybe next week, maybe six months from now, and things might have changed since we looked at this company’s marketing and sales approach. Still, the insights and lessons here stay useful, even if the numbers or tactics have evolved a bit.

Understanding the company

OneRail is a U.S. company, headquartered in FL, Orlando and founded in 2018. Their target industries are: Transportation, Logistics, Supply Chain and Storage.

OneRail is a leading omnichannel fulfillment solution that combines advanced software with logistics as a service. OneRail generates actionable data that empowers businesses to make informed decisions about their supply chain operations.

On LinkedIn, they have 19K followers and 51-200 employees and 169 associated members, with a median tenure of employees of 1.8 years. This relatively short median tenure could be due to various factors, including rapid growth, high turnover rates in the tech industry, or a focus on hiring experienced talent.

OneRail operates in the following industries:

Brand promise

They promise “last mile delivery solutions, from dispatch to doorstep.” and to “Put your delivery fulfilment customers first. With OneRail’s last mile delivery solutions, get 100% visibility, and reduce shipping time and cost, for a responsive customer experience.”

This messaging gets right to the point, highlighting OneRail’s focus on visibility, efficiency, and happy customers. The “100% visibility” claim makes a strong statement about their confidence and reliability.

OneRail’s Services & Platform capabilities

How do they differentiate themselves

OneRail distinguishes itself through its comprehensive “3-in-1” solution, which means a large courier network, a delivery operating system, and a team of logistics experts, all-in-one. This integrated approach allows them to offer a more complete solution than many competitors.

OneRail also sets itself apart through its impressive client base, which includes major brands like Tractor Supply Co, PepsiCo, Menards, and Advance Auto Parts. Working with these large, established companies demonstrates OneRail’s ability to handle complex, high-volume delivery operations across various industries.

These partnerships demonstrate OneRail’s ability to deliver reliable and efficient last-mile delivery solutions for a diverse range of industries.

Another way they differentiate themselves is: “Adaptable to your workflow.” This statement is here to empahasize OneRail’s flexibility and integration capabilities in the logistics space.

By stating “a single connection to suit your supply chain needs,” OneRail positions its platform as a comprehensive solution that consolidates multiple logistics functions.

They also have a small Q&A section, where they respond to some important questions:

More than that, the phrase “we’re taking the friction out of delivery to make sure our customers are informed and happy.” reduces the buyers friction by touching a pain point. We all know that delivery is an important aspect in shipping and logistics.

We also spotted a small pop-up on the bottom right of their “About” page. Clicking it took us to a landing page promoting a report. More than that, it also works as a lead magnet for capturing contact information.

They describe themselves as: “Problem-solving people who are willing to roll up their sleeves for all hands on deck. Customer-obsessed people who are always ready to help.” They seem to have a proactive attitude, meaning that they are dedicated to meeting customer needs and providing assistance whenever required.

The “roll up their sleeves” sound quite cool and I think they want to transmit a sense of dedication and willingness to go the extra mile for customers. What customer wouldn’t want that?

OneRails’ Social Media Strategy

In this section we will analyse the social media activity of the company itself and its C-lvl. Let’s start with the Leadership profile.

Leadership

OneRail’s CEO – Bill Catania

The CEO has a decently of over 8.3k following on LinkedIn and seems pretty active. He’s posting at least weekly, sometimes even more. While he doesn’t often create original content, he does a lot of reposting, always adding his own personalized take on the shared content.

We can see that the CEO shares posts from OneRail partners (for example, PepsiCo), although the CEO does not tag them in their posts. This can also be viewed as a way to reinforce their credibility and expertise. More than that, by acknowledging partners publicly, the CEO helps build stronger relationships within their network. This can lead to collaborative opportunities and strengthen ties with key stakeholders.

The CEO also reposts the company’s content.

Of course, there was a moment of celebration, when OneRails received $42M funding in Series C and the CEO does not miss any chance to show how grateful he is for his team and customers.

The CEO emphasizes the strength and dedication of the OneRail team, highlighting their ability to overcome challenges and achieve significant growth. The announcement also hints at future growth and expansion.

He’s definitely proactive, always looking for ways to boost the company’s visibility. For instance, he’s actively helping with recruitment by sharing job postings. His endorsement can encourage current employees to tap into their own networks and refer qualified candidates.

Bill Catania also promotes the events he is participating in as a speaker.

When it comes to engagement, the CEO is quite active in the comment section, liking and replying to comments.

More than that, he is also active in commenting on other people’s social media posts. For example:

It’s pretty cool to see Bill Catania, OneRail’s CEO, getting his hands dirty with social selling on LinkedIn, commenting to other posts and trying to build connections.

Social selling is a strategic approach to building relationships and generating business through social media platforms. When a CEO actively engages on social media, it can significantly amplify the company’s brand and drive sales.

He actively shares company news, highlights employee achievements, and appears to be building a strong company culture.

We’d usually take a look at what the marketing team is up to as well, but it seems they’re keeping a lower profile on LinkedIn. So, for now, Catania’s efforts are taking the stage in OneRail’s social media presence.

OneRail’s Social Media Activity

LinkedIn

On LinkedIn they have 19K followers and with a reported size of 51-200 employees.

What are their content pillars on LinkedIn?

1. Promoting the company and the CEO of the company.
For example, while the content also provides valuable insights about the future of last-mile delivery and data science in supply chain management, the overall emphasis is on promoting the podcast and OneRail.

2. Company culture, values and team spirit at OneRail Behind every post, every share, every comment is an opportunity to build relationships.
OneRail understands this with their active engagement in comments and their #TeamOneRail approach. To amplify this human connection, you can turn social media from a broadcast channel into a genuine dialogue with your audience. While the post doesn’t directly promote OneRail’s products or services, it effectively promotes the company as a desirable place to work and fosters a positive brand image.

3. LinkedIn Newsletter – insights & news OneRail has a LinkedIn Newsletter, named “Logistics Lookout”.
As of December 2024 they have 32 editions. The newsletter has 4K subscribers and it is published weekly.
What can you find here? Small snippets of news, a CTA at the end of the article to schedule a demo (with a link to their website page), and a link to their original blog article.
They transform their blog articles into content for the LinkedIn newsletter. “As first seen on the OneRail blog at https://www.onerail.com/15-8m-per-minute-canada-post-strike-and-the-cracks-that-followed/”

4. Announcement for special days

The post acknowledges a culturally significant day, which is a common practice for businesses to show respect for diversity and inclusion and to spark engagement.

5. Educational content
Their educational content looks like this: they write a LinkedIn post with a caption and they attach a link which sends leads to their blog page or YouTube channel.

How often do they post?

They post frequently, with over 20 posts a month (for the last 3 months). Their engagement rate on LinkedIn is quite modest. Even so, whenever they receive some comments, they make sure to react in some way, with a “like” or a “love”.

Best performing post

One Rails’ CTAs: their call to actions are diverse. When they share their blog article they say: “Read the full article now”, or “Watch how we make delivery magic”, when they share a Youtube video.

OneRail appears to be actively engaged in lead generation on LinkedIn, primarily by directing potential leads to their website through educational content. This strategy involves sharing links to their blog, which serves as a resource for valuable information aimed at attracting and engaging prospects.

Facebook

Their Facebook page has 889 followers. They post here the same content as on LinkedIn. And when we say the same, we are referring to even the same copy. Repeating the same text across platforms can lead to content fatigue among followers. But we understand that many companies choose to reuse and recycle their content. The real problem comes where a person follows you to multiple social media platforms and they see the same thing over and over again. When you do that, it’s possible that you can’t be quite specific to their needs and to adapt the content around the platform, which is, at the end of the day, the game changer for social media.

The engagement on Facebook is modest, with few likes on the posts. The content pillars are similar to the ones from LinkedIn. While low engagement numbers can be discouraging, they are not uncommon, especially for tech company pages. Their people are not on Facebook anymore so they will not consume time and space for this platform only.

Instagram

On Instagram OneRail has 215 followers. In our analysis, we have noticed that Instagram is used to show the company’s culture and values. On this platform, OneRail decides to promote more their services and products. However, we see that they have at highlights “BTS” where they post lots of employee activities.

They are using the same content as seen on LinkedIn, allowing us to see glimpses of the company’s value and culture and they post almost every week or so.

Their engagement is quite modest in terms of number of appreciations and comments, same with the views for their reels.

X (ex-Twitter)

With a small following of 360 followers on X, as previously mentioned, they are using the same content from LinkedIn, maybe with a few changes in visuals.

YouTube

On YouTube they have 289 subscribers and 37 posted videos, as of December 2024. They do not post with regularity, just when they have something to share.

Many videos focus on topics like “Last-Mile Delivery,” “Supply Chain Logistics,” “Inventory Visibility,” and “Transportation RFP.” The content seems geared towards logistics and supply chain professionals, particularly those involved in last-mile delivery operations.

Playlist organization is a great idea, because creating playlists based on specific topics or industries can improve user experience and help with content discovery.

Most of the videos are between 30 seconds to 2 minutes, with some exceptions (for example when they have some panels).

They are likely using their YouTube to:

• Build Brand Awareness: Increase visibility and recognition for the OneRail brand.
• Educate and Inform: Provide valuable content to their target audience, positioning themselves as industry experts.
• Generate Leads: Attract potential customers by offering solutions to their pain points.

Overall social media strategy analysis

OneRail’s social media strategy appears to be focused on content marketing, thought leadership and lead generation. They use content like blog posts, videos, and newsletters to educate their target audience. There is a strong connection between content creation and establishing oneself as an industry expert.

They direct potential customers to their website with valuable content (blog articles), capturing leads through CTA at the end of their posts.

OneRail’s content pillars: company promotion, culture, and educational insights, are solid, but there’s room to make it better. Their educational content currently relies on linking to external resources, which can feel disconnected with the brand.

OneRail’s platform specific strategies:

• LinkedIn:
  • Focus: Company promotion, CEO profile, employee culture, and industry insights.
  • Content: Company news, blog snippets with links, educational posts with links to blogs/YouTube, #TeamOneRail posts.
  • Frequency: Very active, over 20 posts/month.
  • Engagement: Modest, but they react to comments with likes.
• Facebook:
  • Focus: Similar to LinkedIn, but with potentially less frequent updates.
  • Content: Reused content from LinkedIn (text and visuals).
  • Engagement: Very low (few likes, rarely exceeding 10).
• Instagram:
  • Focus: Company culture, values, with some product/service promotion.
  • Content: Reused content from LinkedIn, “BTS” highlights showcasing employee activities.
  • Engagement: Modest with low views/likes/comments.
  • Frequency: Weekly (not always consistent).
• Twitter:
  • Focus: Similar to LinkedIn, with potential visual changes.
  • Content: Reused content from LinkedIn.
  • Engagement: Not much data available.
• YouTube:
  • Focus: Educational content on last-mile delivery, supply chain logistics, etc.
  • Content: Videos (30 sec – 2 min), webinars, playlists (great idea!).
  • Frequency: Irregular, uploading when they have content.

Social media isn’t just about posting content, as you know it already. Social Media also involves creating a narrative that resonates with your audience.

Consistency is key, but monotony is the enemy. Although reusing the same content on all platforms can be a quick fix, in the long term, you should redirect to a different tone and unique approach.

The power of leadership visibility is something OneRail understands well. Their CEO, Bill Catania, is actively engaged on LinkedIn, sharing company news, celebrating achievements, and building connections.

Content Marketing Strategies

In this section, we’re taking a look at OneRails’ content marketing strategies with a focus on how they create demand and generate leads.

Demand generation

OneRail’s blog page

The blog page description is: “Expert insights to help you take control of your final mile.”

First, we see that the CEO is involved in writing the blog articles. That’s nice. A direct contribution to content creation often means a high level of expertise and authority on the subject matter. Readers may see the insights shared in these articles as more credible, given that they come from the top executive.

We also noticed that they post content quite often with anywhere between 2 to 5 posts a month.

Their content pillars or themes are diverse. We see that the category with the most content is Logistics (75).

First, we have already mentioned that their blog articles are often used as content for their LinkedIn newsletter. Some blog posts seem to be collections of insights and news, like this one.

Their blog posts are full of data-driven insights such as statistics. The use of statistics and case studies adds credibility to the claims and makes the content more persuasive.

The primary call-to-action is to schedule a demo of the company’s delivery platform. The article also encourages readers to learn more about the company’s solutions and how they can benefit from them.

• “No matter your industry, OneRail can transform your logistics strategy. Schedule a demo today to find out how.”
• “Ready to transform your big and bulky delivery operations? Schedule a demo today. We’ll show you how we can help, and how we stand head and shoulders above other last mile delivery companies.”

The articles are long, around 2,000 words. The content is well-written and informative, with a clear and concise tone.

They also have blog articles focused on the company news , where they mention their achievements.

Resources center

As we see it already, the resource center focuses on white-papers, ebook and case studies, infographics and trend studies.

At the bottom of the page they have a CTA to request a demo. This is the main goal of their lead generation strategy.

The E-books, trend studies, case-studies, can be accessed and read only by giving away the contact details.

The infographic is the only resource completely free, no downloading or contact details required.

The infographic is short, 1 page only. Infographics are great, because they can simplify complex information, making it easier for audiences to understand and remember the data.

There is no direct CTA or sales pitch at the end of the infographic. A CTA could transform the infographic from a passive information source into an active engagement tool.

Newsroom

No newsletter, but a newsroom.

OneRail appears to post news updates relatively frequently, with several announcements within a short timeframe (October-December 2024). This means they have a proactive approach to communicating their achievements and maintaining a strong public presence.

The copy of this page is meant to communicate OneRail’s success, positioning them as a leading player in the freight and logistics industry. The frequent updates keep their brand top-of-mind and demonstrate their consistent progress and innovation.

How OneRail differentiate themselves from their competition and generate interest for their services

We have noticed that OneRail has a page dedicated for side-by-side-comparison between them and other delivery companies.

By comparing their features (like Delivery Order Automation and Real-Time Visibility) against competitors like Bringg, FarEye, and Roadie, OneRail aims to highlight their strengths and capabilities.

This comparison helps potential customers understand how OneRail stands out. For instance, if OneRail offers a unique feature or performs a specific function better than competitors, it becomes a selling point.

Overall, the comparison table is a marketing tactic designed to:

• Position OneRail as a strong contender in the last-mile delivery market.
• Highlight their key differentiators.
• Build trust and credibility with potential customers.
• Guide customers towards choosing OneRail as their preferred partner.

Insights

Their strategy stands out through several key elements.

1. The involvement of the CEO in content creation adds a layer of credibility and authority that many companies miss. By consistently producing 2-5 blog posts monthly, they maintain a steady stream of valuable content that keeps their audience engaged and informed.
2. The content itself is particularly impressive. With articles around 2,000 words, they provide deep, data-driven insights that go beyond surface-level information. Their focus on logistics as a primary content pillar demonstrates a clear understanding of their target audience’s interests. The use of statistics, case studies, and real-world examples makes their content both persuasive and informative.

Recommendations

If you’re looking to elevate your content marketing strategy, take a page from OneRail’s playbook.

• First, you could consider involving senior leadership in content creation. There’s something uniquely powerful about hearing directly from executives who truly understand the industry. This approach builds trust and positions your company as a thought leader.
• Consistency is key. Aim to create a regular content schedule that keeps your audience coming back for more. Two to five blog posts a month is a sweet spot that allows for depth without overwhelming your team or your readers. Focus on creating content that provides genuine value: think insights, data, and real-world examples that solve your audience’s problems.
• Don’t be afraid to gate your most valuable content. Create resources like ebooks, white papers, and case studies that are so compelling that potential clients are willing to share their contact information. But be strategic, include a free option (like OneRail’s infographic) to build initial trust and showcase the quality of your insights.
• Lastly, make your calls-to-action clear, but not pushy. OneRail’s approach of inviting readers to schedule a demo feels more like an opportunity than a hard sell. Craft your CTAs to sound like an invitation to solve a problem, not just a request to buy a product.

Lead generation

Landing pages

The first landing page we will analyze is a landing page dedicated to a gated report. Leads are required to input their contact info in order to access the report.

As we enter on the main page, we get to see this “pop-up” with the report.

Here is where we landed:

To get access to the report, you have to input your business email. Why do they require the business email? With this strategy, OneRail can create a database of potential leads. This allows them to follow up with interested parties and nurture these leads through targeted marketing efforts.

The copy of this landing page directly addresses Chief Strategy Officers and Chief Supply Chain Officers “If you’re a Chief Strategy Officer, a Chief Supply Chain Officer”, making it clear that the content is tailored for high-level executives who are likely to benefit from the insights provided.

They also add credibility through recognition, for example, OneRail’s recognition as a Sample Vendor for two consecutive years adds credibility. This acknowledgment from Gartner positions OneRail as a trusted player in the last mile delivery space, which can instill confidence in potential clients.

Of course, let’s not forget about the CTA to download the report: “Get ahead of the curve” and “move the needle on your last mile.”

Downloadables

Remember the resources center? Well they have a lot of downloadable content there, such as case studies, trend reports, templates, white-papers, and ebook. All the assets from resource centers can be accessed only if the leads are downloading them. Let’s talk about them so you can take inspiration from them.

1. Case studies

This is how a page for a case study looks like:

The copy is the following:

1. A CTA: “Download the case study”;
2. They describe what you will learn about.

It has 5 pages .pdf, with the following structure:

• The business challenge
• The solution
• The results
• Summary
• In the footer: “About OneRail”

2. White-papers

The white-paper is a bit different. They require you to input your email address in order to access it.

3. Trends studies

The trend study follows the same approach. The copy focuses on what you will learn. Simple, but effective.

4. E-book

Just as with the other resources, you will have to input your contact details. However, we see something very interesting here: “As an alternative to UPS or FedEx”. This way OneRail positions itself as an option for businesses seeking shipping solutions beyond the traditional major carriers.

The logistics industry, as we all know, has faced many challenges, including labor strikes, shortages, and extreme weather events. These disruptions highlight the risks of relying only on a few large carriers like UPS and FedEx, making diversification essential for businesses to maintain reliable shipping operations.

5. Templates

The call to actions we see here are: “Get the template” and “Download”. The copy is quite comprehensive here. They also mention the benefits of using the template.

P.S. The “Let’s talk” CTA button is always available as users scroll through the website. Where does it leads? To the request demo page .

Webinars & Events

Until December 2024 it seems that OneRail had only 9 webinars, podcasts and interviews.

We analyze one of them. It is free to listen to and it is a YouTube video.

Although there is no copy for this page, not all of the pages are the same. Look at this one:

The schedule for a demo form is here this time, waiting to be filled as soon as the leads watch the webinar.

The length of the webinars is around 1 hour and at the end of the webinars they have a Q&A section. They finish the sessions with how they can be contacted in case someone has a question for them.

Paid Advertising Strategy

On LinkedIn OneRail has 185 ads in December 2024.

We see that one of their ads focus was “Furniture delivery”.

Here is the ad for the Furniture delivery.

The Learn more link sends us to a landing page where leads can complete their contact details to access their services.

We see that they mention “white-glove service” indicating a commitment to high-quality service, which can differentiate OneRail from competitors by offering more than just basic delivery options.

Phrases like “Get up and running fast” and “Scale Your Delivery Operations in 2 Weeks” create a sense of urgency and encourage immediate action from potential customers.

The ads were also used to promote their:

• Technology-driven solutions
• Industry partnerships
• Event promotion

Tools

As soon as we enter their webpage, we can see that at the top of the page they have a CTA button “Let’s talk” as a lead generation element.

When a lead clicks “Let’s Talk,” they are directed to a form where they are asked to provide their name, email address, phone number, or other relevant details. This information is then collected and stored by the company. And then, the Sales process starts. The leads are contacted by a sales person to guide them through the sales process. Quite simple and clear.

They also offer an ROI calculator, which is a pretty smart lead generation tool. It starts by addressing a common pain point: delivery as a cost center. This immediately grabs the attention of potential customers looking to streamline their delivery processes. Calculating the estimated ROI is free, and after seeing the results, leads can choose to chat with someone from OneRail or schedule a demo.

The purpose of this calculator is to understand the benefits you will get by working with them: “See how much time, labor and costs you can save when you automate your last mile with the OmniPoint™ Platform. Use our ROI Calculator below to find out.”

Conclusions

Their lead generation strategy revolves around high-quality, gated content. Think case studies, white papers, trend reports, and ebooks; basically, they’re offering valuable resources in exchange for contact information.

Their landing pages are especially well done. They’re laser-focused on the specific needs of Chief Strategy Officers and Chief Supply Chain Officers, showing a real understanding of their target audience. Including credibility markers like Gartner recognition reinforces their position as a trusted industry partner.

Inspiration points

• Sustainability: OneRail achieving Silver status with Greenly shows they’re serious about their decarbonization journey. By highlighting their eco-friendly delivery options, they’re tapping into a growing demand from consumers who care about corporate responsibility. It’s a smart move that aligns with current values and expectations.
• Social Good: “Team OneRail Delivers is a monthly community fundraising initiative to support organizations whose causes are close to OneRailers’ hearts.” This initiative is very nice and we appreciate good acts from big companies. It also reflects OneRail’s commitment to social responsibility and sustainability. By promoting causes that matter to their employees, the company reinforces its brand identity as a caring and community-oriented organization.
• First, invest in creating truly valuable content. Don’t just produce generic marketing materials, but craft resources that provide genuine insights and solutions to your target audience’s most pressing challenges.
• Segment your content for specific roles and industries. OneRail doesn’t try to appeal to everyone; they speak directly to decision-makers like Chief Strategy Officers. By understanding and addressing the unique needs of specific professional personas, you’ll create more compelling and conversion-ready content.
• Use gated content strategically. Not everything should require contact information, but your most in-depth resources should. Create a mix of freely accessible content and high-value gated materials that potential clients are eager to access.
• Develop interactive tools that provide immediate value. The ROI calculator is a brilliant example of this, and it helps potential clients understand the tangible benefits of your solution while capturing their contact information. Think about what kind of calculator or assessment tool your industry might find useful.
• Consider the entire customer journey. From the moment someone lands on your website to the final sales conversation, create a smooth, value-driven experience. The “Let’s Talk” button, ROI calculator, and strategic content all work together to guide potential clients toward a conversation.
• Diversify your lead generation tactics. Don’t rely on just one method. Use a combination of content marketing, paid advertising, interactive tools, webinars, and strategic landing pages to capture and nurture leads.

Frequently Asked Questions

1. What does OneRail do?

OneRail is a U.S.-based last-mile logistics platform offering a 3-in-1 solution: a large courier network, a delivery operating system, and a team of logistics experts. Their platform provides real-time visibility and automation for final-mile delivery operations across various industries.

2. How does OneRail differentiate itself in the logistics industry?

OneRail stands out through its integrated solution, enterprise partnerships with brands like PepsiCo and Tractor Supply Co., and its focus on flexibility, real-time data, and workflow adaptability. They position themselves as a single, scalable connection to streamline supply chain operations.

3. What is OneRail’s approach to social media marketing?

OneRail uses LinkedIn as its primary platform, focusing on company culture, industry insights, and educational content. Their CEO, Bill Catania, plays a key role in social selling by engaging directly with followers and partners. They also repurpose blog content into LinkedIn newsletters.

4. How does OneRail generate leads?

OneRail’s lead generation strategy is centered on gated content such as ebooks, white papers, and case studies. They use strategic landing pages, CTAs like “Schedule a demo,” and tools like an ROI calculator to capture lead information and guide prospects through the funnel.

5. What kind of content does OneRail publish?

OneRail publishes blog articles, LinkedIn newsletters, webinars, infographics, and downloadable resources. Their content is data-driven, SEO-friendly, and focused on logistics trends, customer success stories, and actionable insights to support demand generation and thought leadership.