Identity-Led Funnel Architecture

for Alibaba’s Global Buyer Strategy

Client:

Alibaba

Field:

E-Commerce + Retail

Service:

Brand Transformation

Client:

Alibaba

Field:

E-Commerce + Retail

Service:

Brand Transformation

Client:

Alibaba

Field:

E-Commerce + Retail

Service:

Brand Transformation

Client:

Alibaba

Field:

E-Commerce + Retail

Service:

Brand Transformation

THE IDENTITY

QUESTION

How might I help the world’s largest B2B marketplace turn passive prospects into engaged participants - without relying on stale funnels or functional copy?

THE IDENTITY

QUESTION

How might I help the world’s largest B2B marketplace turn passive prospects into engaged participants - without relying on stale funnels or functional copy?

THE IDENTITY

QUESTION

How might I help the world’s largest B2B marketplace turn passive prospects into engaged participants - without relying on stale funnels or functional copy?

THE IDENTITY

QUESTION

How might I help the world’s largest B2B marketplace turn passive prospects into engaged participants - without relying on stale funnels or functional copy?

The Challenge
S01

Alibaba’s ProBuyer funnel had scale, but no soul. The emails were flat. The engagement was weak. Global teams struggled to translate value into excitement. Ahead of a major conference push, they needed more than incremental improvements. They needed a reason for buyers to care - and keep caring.

The Approach
S02

I repositioned the work as narrative design, not copywriting. We weren’t building an email sequence - we were crafting an immersive system of engagement.


I designed three narrative tracks, each aligned to a distinct buyer type and psychological trigger:


  • Spy Mission Briefings → High-stakes intel drops for action-oriented buyers

  • Choose-Your-Path RPGs → Interactive adventures for curious, mid-funnel leads

  • Mythic Trade Allegories → Story-based sequences for global credibility and trust


Each campaign layered emotion, tension, and surprise into Alibaba’s messaging. Behind the words, I built a modular storytelling framework - allowing internal teams to segment by market, localise voice, and deploy campaigns at scale, without sacrificing clarity or depth.

The Insight
S03

In B2B, attention is won through structure, not volume. When you architect emotional momentum into a buyer journey, you stop asking people to open an email - you give them a reason to return.

THE

OUTCOMES

Deliverables and External Results
  • Engagement rates doubled in A/B tests vs. standard ProBuyer emails


  • Buyers in storytelling funnels were 2.4x more likely to re-engage within 7 days


  • Developed 3-track global storytelling system for ProBuyer


  • Created narrative campaign playbooks with localized rollout plans and visual direction

Internal Shifts Behind the Scenes
  • Shifted internal mindset from transactional copy to story-driven brand engagement


  • Equipped teams with repeatable systems for emotional messaging at scale


  • Unified global CRM and content around a shared buyer narrative through the tone and messaging frameworks I created for internal team

Client Quote
Client Quote
Client Quote
Client Quote

“Jack made B2B feel like entertainment - without losing the strategy. We didn’t just get copy - we got a whole new way to think about how we speak to buyers.”

“Jack made B2B feel like entertainment - without losing the strategy. We didn’t just get copy - we got a whole new way to think about how we speak to buyers.”

“Jack made B2B feel like entertainment - without losing the strategy. We didn’t just get copy - we got a whole new way to think about how we speak to buyers.”

“Jack made B2B feel like entertainment - without losing the strategy. We didn’t just get copy - we got a whole new way to think about how we speak to buyers.”

Ready to transform your identity?

Ready to transform your identity?

Ready to transform your identity?

Ready to transform your identity?