The 6-Step Playbook Alasco Used to Achieve 70% Inbound Revenue

TL;DR: Alasco's Monica Dinu revealed the playbook her team used to shift to inbound, driving 70% of new revenue. It’s a masterclass in using deep customer research, signal-based targeting, and high-touch events to win enterprise deals.

Shifting a B2B company from an outbound sales model to an inbound-driven one is a significant challenge. Success requires a clear strategy and a detailed plan. 

When done correctly, however, the results can fundamentally change a business.

The B2B technology company Alasco successfully made this transition, generating 70% of its new revenue from inbound marketing within a single year. 

On a recent episode of the Attributed Podcast, Monica Dinu, VP of Growth & Marketing at Alasco, broke down how the company successfully shifted from an outbound sales model to an inbound-driven one. 

Keep reading for a breakdown of the playbook into concrete steps, using Alasco's experience as a case study to provide a framework for marketers looking to drive similar growth, or listen to the entire conversation here.

Why is an inbound shift necessary in B2B?

The pivot to inbound wasn't a choice made in a vacuum, but a response to what Monica described as a perfect storm of market pressures and internal challenges.

It started with economic headwinds that made expensive outbound efforts less effective in a slowing construction market. This challenge was compounded by the launch of a new ESG product requiring deep market education. 

As Monica explained, you can't cold-call someone to sell a solution to a problem they don't yet know they have. 

Finally, a critical look inward revealed simple outbound inefficiency, making a more sustainable, asset-building approach necessary for long-term growth.

Step 1: Build Your Strategic Foundation with Customer Research

A successful inbound strategy doesn't start with tactics; it starts with listening. 

Before creating any content or campaigns, Monica’s process was to gain a deep, unfiltered understanding of your customer. This begins with conducting deep-dive interviews, speaking directly with recent customers and qualified prospects. 

Here, you ask simple but powerful positioning questions like, "How did you solve this problem before?" and "What other solutions did you consider?"

These insights are then consolidated into what Monica calls a ‘strategic map’, a document that aligns the entire company. This map serves as a single source of truth, flowing logically from the company's overarching mission and vision down to its strategic narrative. 

Step 2: Define a Signal-Based ICP

A modern inbound playbook must move beyond basic firmographics to focus on signals, triggers that indicate an account is in-market right now. 

For a niche company like Alasco, this meant identifying unique, industry-specific signals like a new building permit being issued. 

The goal for any B2B marketer is to harness all available go-to-market data to surface these kinds of AI-powered buying signals. 

By automating this intelligence and feeding it directly into your CRM, you can create the same real-time alerts for your sales team, telling them exactly who to contact and why.

Step 3: Create a Focused Target Account List

An effective inbound and ABM strategy is built on focus. Instead of targeting thousands of companies, Monica’s team concentrated all their resources on a small, high-value list. 

For its UK market entry, the sales team focused on just 150 target accounts, which equated to around 800 key contacts. This ‘less is more’ approach allows for the kind of deep personalization and multi-channel engagement that actually breaks through the noise.

Step 4: Integrate High-Touch Physical Events

Events are a strategic priority for Monica and her team, commanding over 55% of the marketing budget. 

The real work, she explained, begins weeks before the event by mastering pre-event outreach and relentlessly booking meetings.

Beyond the main conference hall, her playbook calls for hosting fringe events, intimate gatherings like private lunches or happy hours, that provide a controlled environment to build deeper relationships.

Step 5: Create a High-Value Content Flywheel

To engage senior decision-makers, Monica recommends what she calls the curated roundtable. 

The process starts by inviting a small, hand-picked group of 10-15 executives to a private venue. To ensure authentic conversation, the format relies on an external, neutral moderator.

This single event then becomes the engine for a content flywheel, a strategy where one high-effort piece of content is repurposed to power multiple other marketing activities, creating self-sustaining momentum with less effort over time.

The session's audio is recorded and transformed into a high-value report, which is then used as a lead magnet and the basis for a follow-up webinar, leveraging the credibility of the roundtable participants to attract a wider audience.

Step 6: Measure, Analyze, and Optimize

The final step of any successful playbook is to measure what matters. To prove the ROI of the shift, Monica's team focused on a clear measurement framework. 

To gauge early progress, they tracked leading metrics. This began with qualitative feedback on new messaging and moved to quantitative tests like small-budget ads. 

Finally, the measurement framework tracked core funnel metrics like website traffic from the right accounts, demo requests, and meetings booked.

While leading indicators show the strategy is on track, the ultimate justification came from lagging metrics that measure direct business impact. 

These are the numbers that matter to the C-suite: the total pipeline generated from inbound sources and, most importantly, the closed-won revenue.

Conclusion

As Monica makes clear, a successful transformation to an inbound engine is not the result of a single hack. It is a deliberate and strategic process. It begins with a commitment to deeply understanding your customer and using that insight to build a solid foundation. 

From there, success is driven by a disciplined focus on the right accounts, the use of technology to identify real-time buying signals, and the courage to invest in high-touch interactions that build genuine relationships.

By following these steps, B2B marketers can build their own playbook to not only navigate market shifts but to create a sustainable, scalable engine for growth.

About the Speaker

Monica Dinu is the VP of Growth & Marketing at Alasco, a leading European technology company for the real estate industry. With a 15-year career rooted in B2B marketing, Monica has extensive experience leading marketing functions.