Alibaba

Acquire sellers from both the top and bottom of the seller pyramid for Amazon and Miravia. The main difficulty: Alibaba handles a high volume of data but with little quality information about the real profile of each seller. General AliExpress policies do not require thorough identification, making it almost impossible to segment using traditional criteria.

A way had to be found for sellers to self-segment without the process feeling forced.

A Performance Content Marketing strategy combining inbound content marketing with performance-driven paid media. The goal was for each piece of content to act as a filter: snack content (blogs, LinkedIn articles, PR) to attract volume, and lead magnet content (webinars, events, quizzes) to allow higher-value sellers to identify themselves organically.

Distribution via social media, SEO and paid media. A/B testing methodology to identify which segmentation strategy was most effective for each seller type.