Reflections from Pax8 Beyond in Berlin Event: A Journey of Innovation and Inspiration

Last week, I had the incredible opportunity to attend Pax8 Beyond in Berlin—a three-day event that exceeded all my expectations. It was an experience that left me feeling empowered, motivated, and full of new ideas for the future at IT Desk and Dynamics Fanatics. I met so many amazing people and businesses, and I even had the privilege of speaking with industry leaders like Phylip Morgan, John Street, Harald Nuij, Michael Morgan, Richard Tubb, Juan Fernandez, and Rob Rea, among others.

There were some real "pinch me" moments and plenty of "OMG, it’s them!" reactions. What made it even more special was that each one of these leaders, no matter how busy they were, took the time to chat with me—whether it was five minutes or a few hours. How lucky am I to have had such an incredible experience?

Day 1 Highlights

The event kicked off with the Women in Tech panel. It wasn’t just about women in tech; it was about women in life. Julia Freudenberg was a standout—her honesty, humour, and inspiring words left a lasting impression on me. I could have listened to her for hours; the session felt too short!

In the evening, the welcome event was a fantastic opportunity to reconnect with our vendors and discover some cutting-edge technology that’s shaping the future of our industry. The energy was electric, and it set the perfect tone for the days ahead.

Day 2: Mind-Blowing Moments

The opening remarks on day two were nothing short of cinematic—I wasn’t sure if I was at a tech event or a red-carpet movie premiere! The atmosphere was electric, and I was captivated from the start. The keynote speakers delivered empowering and thought-provoking talks that explored new horizons. It was a perfect mix of inspiration and innovation that left me ready to dive deeper into the day.

My first session was the Microsoft Boardroom: Artificial Intelligence and Microsoft Cloud—a deep dive into the future of small business transformation. It reinforced everything we’re currently doing at IT Desk and Dynamics Fanatics and gave me fresh insights into what’s coming next.

A particularly proud moment for me was attending the Discover the Strategic Advantages of MD365 Partnership session, where Steve Harper, our Commercial Director was interviewed. Seeing Steve on stage discussing how Pax8 has supported our transformation journey was amazing.

After a lovely lunch (a huge thank you to the hotel staff for their wonderful service!), I attended Execution Mastery: Turning Strategy into Action. It was an invaluable session—I walked away with practical strategies and a few golden nuggets that we can implement right away.

Next, I headed to Ask Better Questions to Sell More: The Results Selling Framework. Limara’s presentation was fantastic; she provided eye-opening statistics and a clear roadmap that will keep us on the path to success.

I also had the honour of participating in an interview with the Pax8 Studio team. Speaking on camera can be nerve-wracking, but they made it so easy, and I genuinely enjoyed sharing our story.

The day wrapped up with more incredible keynote speakers, sponsor showcases, and a memorable panel discussion on Shared Learning for Shared Success. Nancy Rademaker stood out for me—her talk was honest, hilarious, and thought-provoking. One of my favourite quotes from her was, “It’s all about Human to Human, not Business to Business.” It was a powerful reminder that technology and business should focus on connecting people, not just transactions. And her ‘5 I’s’ and philosophy that ‘FAIL means First Attempt In Learning’—wow, just wow. It was a powerful message, full of optimism and motivation.

Day 3: The Grand Finale

The final day of Pax8 Beyond in Berlin started with the same cinematic energy that had become a hallmark of the event—goosebumps included!

We kicked off with an inspiring Opening Remarks, which were packed with groundbreaking insights. Libby McIlhany, Chief Product Officer at Pax8, took the stage to unveil the revolutionary new Pax8 Marketplace. Her keynote demonstrated how the platform’s intelligent design and machine-learning capabilities empower MSPs to streamline their operations and find new growth opportunities. It’s clear that the Marketplace, with its user-focused features, is setting a new standard in IT efficiency and innovation. She also touched on the future of AI and Microsoft Copilot, reinforcing how these tools will continue to transform the MSP landscape by simplifying processes and enhancing decision-making.

Following this, we were treated to two more insightful keynotes. First, Daniel Bernard from CrowdStrike shared his vision for cybersecurity in the evolving tech world. Then, Arvind Parthiban and Juan Fernandez from SuperOps.ai provided fascinating insights into the future of AI-driven automation in IT management.

Marketing Masterclass

One of my personal highlights was attending the Marketing Manual: Effective Branding and Lead Gen for MSPs session, featuring Jonathan Griffiths, Laura Fleming, Martijn Couprie from Pax8, and Ian Groves from Start Tech. It was all about measuring success and supporting local events and community involvement. My key takeaway? “Start, Stop, and Keep”—a framework for evaluating every marketing campaign. What should we start doing? What should we stop doing? What should we keep doing? This practical advice is going straight into our planning at IT Desk and Dynamics Fanatics.

The session really emphasised how detail is key—even down to decisions like where to place the bin at an event! Every element counts when it comes to creating a seamless experience, whether it’s for your customers at an event or online. These small details not only shape the customer journey but also ensure that branding and operational decisions align perfectly with your goals.

After another fabulous lunch and some great networking, I joined Cracking the Code: The Secrets of Effective Marketing and Prospecting for MSPs with Limara from Pax8 and Mark from Wingman. What made this session special was that they used our very own IT Desk website live on stage! It was fantastic to get direct feedback on what's working and where we can improve, especially since we’re in the middle of a website refresh. Hearing we’re on the right track felt reassuring.

Meaningful Conversations

Later in the day, I had the chance to catch up with Henrieta from Pax8, and we had a wonderful heart-to-heart about work, life, and Dynamics 365 Business Central. It’s moments like these that remind me how important it is to have authentic connections in our industry—both professionally and personally.

A Legendary Close

The day wrapped up with the closing keynote from none other than Carl Lewis. Holy Crap, what a man! His story was not just inspiring—it was legendary. It was a fitting close to an incredible event, leaving everyone energised and motivated to take on new challenges.

And then, just when I thought the event couldn’t get any better, Fatboy Slim took the stage for the closing party. He wrapped up the event like nothing else I’ve ever known or experienced before! The energy in the room was electric, and I danced the night away with new friends and colleagues. It was the perfect way to celebrate everything we had learned and achieved over the past three days.

We’ve already booked our spot for Pax8 Beyond 2025 in Amsterdam, and I can’t wait to see what the future holds for IT Desk, Dynamics Fanatics, and the industry as a whole. Watch this space!