The 3x10 Framework for Boosting B2B Marketing ROI 89%
TL;DR: The 3x10 Framework offers B2B marketers a way to boost ROI by 89% without increasing ad budgets. By focusing on three compounded 10% operational improvements, marketers can fix fundamental pipeline leaks rather than relying on expensive random acts of marketing.
The modern B2B marketer is suffering from the curse of more. More campaigns, more budget requests, more tools, and inevitably, more headaches.
The standard playbook when pipeline targets are missed is to panic and aim for a massive overhaul: redesign the website, launch a six-month ABM campaign, or hire a new agency to save the day.
Dev Basu, CEO of Powered by Search, calls these ‘random acts of marketing’, a frantic mode of operation where teams confuse activity with progress.
In a recent conversation on the Attributed Podcast, Dev explained that you don’t need to 10x your effort to get outsized returns. You need to stop the bleeding the assets you already have.
Instead, he recommends his proven system for producing outsized returns by making small, strategic gains, the 3x10 Framework.
Keep reading to find out how to operationalize your marketing, fix your revenue leaks, and potentially boost your ROI by 89% without asking for more money, or listen to the entire conversation here.
What is the 3x10 Framework?
Dev’s framework focuses on three specific levers.
If you can improve each by just 10% over 12 weeks, the compound effect can create an 89% lift in performance.
The goal is to become a smart underachiever by focusing only on the 20% of work that yields 80% of the results.
The three levers of the 3x10 Framework are:
Getting 10% more demos
Increasing Average Contract Value (ACV) by 10%
Lowering Cost Per Acquisition (CPA) by 10%.
Lever 1: Increasing Demo Volume by Optimizing Conversion Rates and Click-Throughs
Most marketers try to solve a pipeline problem by buying more ads or churning out SEO content.
Dev argues you should look downstream. If you have traffic hitting your pricing or feature pages but not converting, you don't have a traffic problem; you have an invisibility problem.
The turnaround begins by auditing your Demo or Trial page and treating it like a sales pitch rather than a compliance form.
This starts by swapping the passive "Request a Demo" language, which implies gatekeeping and waiting, for a more active "See it in Action" call to action.
You must also layer in social proof that specifically praises the value of the demo itself, not just the software, to sell the meeting.
On the ad side, the strategy is a matter of simple math: pull your search query data, identify the median click-through rate, and rewrite every ad performing below that line until it pulls its weight.
Lever 2: Increasing ACV Through Messaging Matches and Magic Moments
How do you get customers to pay 10% more? You change who you are talking to.
Many B2B companies are stuck selling features to end-users who have no budget authority. To increase your Average Contract Value (e.g., moving a $25k deal to a $27.5k deal), you must move your messaging up-market.
To capture that extra value, first identify whether your buyers are leaving a legacy competitor or simply moving away from an old, manual solution.
From there, use tools like Gong to identify the ‘magic moment’, or the specific point in a sales call where a prospect admits why they are buying now, and retool your messaging to echo those exact words.
Finally, shift the conversation from user-centric benefits to executive-level outcomes like compliance and data visibility to ensure you are speaking the language of the check writer, not just the daily user.
Lever 3: Reducing CPA by Auditing Ad Spend and Restructuring the Offer
Dev notes that audits often reveal 20-40% of ad spend drives zero pipeline. That’s an easy cut.
But to get sustainable efficiency, you need a better offer. According to Dev, a standard demo request is an ignore-able offer.
While cutting wasted spend is necessary, sustainable efficiency comes from restructuring the offer itself into something a prospect simply cannot ignore.
Dev referred to an example of this being a maverick offer strategy, such as a dashboarding company that promised prospects a live, custom-built dashboard during the demo call using the prospect's own data.
By delivering tangible work before the contract is signed, you reduce the perceived cost of the meeting and drastically increase the conversion rate of the leads you are already paying for.
Conclusion
The core takeaway from the 3x10 Framework is a rejection of the growth at all costs mentality. In a tighter economy, demonstrating resourcefulness is a strength.
By obsessing over the small hinges (the click-through rates, the specific words on a button, the speed of the sales follow-up), marketers can start generating revenue from the assets they already own.
About the Speaker
Dev Basu is the CEO of Powered by Search, a B2B SaaS marketing agency that helps companies drive predictable growth. He is the creator of the Predictable Growth Methodology, a system designed to turn marketing confusion into clarity and revenue.
