If you're tired of chasing "flash in the pan" tactics that promise overnight results, this episode is your reality check. In this episode of Pipe Dream, host Jason Bradwell sits down with Dev Basu, CEO of Powered by Search, to unpack how to build an inbound-only growth motion that actually compounds over time instead of burning out your team and budget.

Dev's core point is clear: stop creating remixable AI content and start building lived-experience content that creates goodwill as a moat. The marketers winning today aren't the ones doing more, they're the ones doing the simple things better and measuring what actually matters.

For 16 years, Dev has helped VPs of marketing and CMOs at B2B SaaS companies build predictable pipeline without cold outreach. His approach targets two groups: the 5% in-market demand actively looking for solutions, and the 45% of right-fit customers who don't wake up thinking they need your software but would benefit from it.

Dev walks through Powered by Search's playbook, which drives more than half their inbound leads through LinkedIn alone. His SAGE framework (Simple, Actionable, Goal-oriented, Easy to consume) focuses on publishing content about how they've done something, not generic how-to advice. This lived-experience approach can't be copied through ChatGPT or Claude, building genuine goodwill that compounds over time.

The conversation breaks down the "do more, do better, do new" framework. Most companies don't need revolutionary tactics, they need to optimise existing channels ruthlessly. AI plays a role, but it's about speed, not strategy. Dev uses AI to accelerate production once they know what good looks like, not to figure out what to say.

Then Dev drops the tactical goldmine: the 3x10 rule. Get 10% more right-fit traffic, reduce acquisition cost by 10%, and increase average contract value by 10%. When you stack these three improvements, they compound to roughly 30% more pipeline. He guarantees this in 90 days and explains exactly how, from internal linking to push pages onto page one of Google, to cutting wasted ad spend, to targeting slightly larger companies with higher willingness to pay.

If you want a blueprint for building predictable B2B SaaS demand generation without the hype, this conversation delivers.

Chapter Markers

00:00 - Introduction: Dev Basu and the inbound-only motion 

01:00 - The 5% in-market demand vs 45% right-fit customers 

02:00 - Eating your own dog food: How Powered by Search acquires clients 

03:00 - The problem with flash in the pan tactics and LinkedIn slop 

04:00 - SAGE content framework: Building goodwill as a moat 

05:00 - Triangulating attribution to prove LinkedIn drives half the pipeline 

06:00 - Lived-experience content you can't remix with AI 

08:00 - The playbook: Five pillars of demand generation 

13:00 - Do more, do better, do new: The framework for prioritisation 

16:00 - Using AI for speed, not strategy 

20:00 - Buyer psychology and why nobody wants to "get a demo" 

22:00 - The 3x10 rule: 30% more pipeline in 90 days 

23:00 - Getting 10% more traffic with simple internal linking 

24:00 - Cutting wasted ad spend to reduce CAC by 10% 

25:00 - Moving upmarket slightly to increase ACV by 10% 

26:00 - The Grand Slam offer and guarantee 

27:00 - Where to learn more about Powered by Search

Useful Links

Connect with Jason Bradwell on LinkedIn

Connect with Dev Basu on LinkedIn

Learn more about Dev Basu

Explore Powered by Search and the Grand Slam Offer

Check out Clay for enrichment

Explore B2B Better website and the Pipe Dream podcast