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“Railway-News very quickly became a partner, not just a service. With no in-house marketing team, we relied on their guidance and world-class content writers to tell our story, and the results spoke for themselves—our website traffic more than doubled, search impressions grew by 300%, and people at conferences already knew who Rail BI was.”
Adam Medley Head of Operations
Rail BI

Summary

Rail BI provides a specialist software platform that helps rail infrastructure managers assess, plan, and cost renewals of railway signalling systems. With a small, highly technical team and no dedicated marketing function, Rail BI struggled to build brand presence and drive traffic to its website. By partnering with Railway-News on the Essentials+ package, including content writing and managed promotion, Rail BI more than doubled website users, increased search impressions by 300%, and significantly improved brand recognition at key industry conferences.

The Customer

Rail BI is a UK-based software company focused on the rail sector. Its platform captures asset condition, stores asset data in a bespoke database, and feeds asset and condition information into a renewals workbank, helping infrastructure managers plan and cost signalling renewals more effectively.
Initially focused on the United Kingdom, Rail BI’s main objectives were to increase its brand presence—both online and at conferences—and attract railway infrastructure managers, with a view to expanding its reach to international rail markets.

The Challenge

Before working with Railway-News, Rail BI found it difficult to generate consistent website traffic and position its brand alongside larger, more established players in the rail software market.
The company had no clear marketing plan and no outreach strategy. With 95% of the team being software engineers rather than marketing or content specialists, Rail BI needed both strategic guidance and hands-on support to raise its visibility, especially with decision-makers.

The Solution

Rail BI partnered with Railway-News on the Railway-News Essentials+ package, including four pieces of professionally written content.

Railway-News provided:

  1. A managed, out-of-the-box solution, so the Rail BI team didn’t have to build a marketing function from scratch.
  2. Guidance on what to focus on and when, helping Rail BI understand what was needed to increase visibility and engagement.
  3. Access to exceptional content writers and world-class industry journalists, who helped Rail BI tell its story clearly and credibly.

A highly responsive, partner-style relationship, where Railway-News acted as an extension of the Rail BI team rather than just a service provider.
With Railway-News handling the content and campaign execution, Rail BI’s engineering-focused team could implement the advice, publish well-structured posts, and consistently position the brand in front of the right audience.

The Results

Working with Railway-News delivered both measurable and qualitative results for Rail BI:

  1. Website users more than doubled during the period working with Railway-News compared with the previous year.
  2. Search impressions increased by 300%, significantly improving Rail BI’s online visibility.
  3. At multiple industry conferences, Rail BI team members were approached by attendees who said, “Ah yes, I’ve heard of Rail BI,” demonstrating a clear uplift in brand recognition among decision-makers.

Rail BI achieved a stronger brand presence in the UK rail market and far greater traffic to its website, laying the foundation for generating leads with both domestic and future international infrastructure managers.

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