Challenge
B2B sellers are harder to reach than B2C audiences, and even harder to convert in a single interaction. Alibaba.com needed a way to provide genuine value to US business owners before asking anything in return. A research-backed survey report gave the team a reason for businesses to engage with the brand, while a gated landing page turned that interest into a qualified lead pipeline.
Overview
At the end of 2023, Alibaba.com surveyed US-based businesses to understand the current state of B2B commerce and what sellers were expecting in the year ahead. The research covered companies across industries, revenue sizes, and business ages, from startups founded in the 2010s to companies dating back to the 1800s. I designed the ebook and landing page to turn those survey findings into a lead generation campaign, with the report gated behind a form submission. The campaign was promoted through social media and email to reach B2B sellers across the country.
Launch
- Mar 2024 – present
Role
- Content Development
- Editorial Design
- Landing Page Design
- Front-end Development
Team
- Marketing Director
- Content Strategist
- Pan Lau (Sole Designer / Developer)
Ebook
The ebook was built around the survey findings, covering US B2B sellers’ preferred sales channels, industry trends, and their expectations around emerging technologies heading into 2024. The content strategist conducted the original survey and produced a draft for social infographics. I wrote the full ebook based on that research, structured the narrative from retrospective analysis of 2023 into a forward-looking view of the B2B landscape, and designed the 16-page report. The visual style needed to be eye-catching enough to work as social content while staying consistent with the Alibaba.com brand and appropriate for a B2B audience.
Landing Page
The landing page was the entry point for the campaign. Visitors had to complete a form to access the ebook download, making every submission a qualified lead. I wrote the landing page copy, designed the layout, and developed the page end to end. The page remains active today, continuing to generate leads from social and email traffic.
Impact
The survey report gave Alibaba.com a credible, research-backed reason to reach US business owners at the top of the funnel. By gating the download behind a form, the campaign converted genuine interest into leads for the sales team. The gated landing page generated 100+ leads in its first six months, with the page continuing to drive submissions through ongoing social and email promotion. The report covered a broad cross-section of the US business landscape, from small businesses with fewer than 10 employees to enterprises with over 1,500, giving the findings relevance across the full range of potential Alibaba.com sellers.