DJs brought the energy to day two as Rob Rae and Montserrat Peidro introduced the much-anticipated innovation keynote presented by Pax8 Chief Product Officer, Libby McIlhany.
The Marketplace of the future takes center stage
McIlhany shared the new features of the Marketplace experience with attendees and how they drive value for partners. Because these products were developed based on the feedback and insights derived from the channel ecosystem, this is the first Marketplace that is designed precisely for the needs of MSPs.
Positioned as a “perpetual flywheel of opportunity,” McIlhany took the audience through each feature step-by-step and highlighted how, when taken together, these features can drive untapped growth potential.
One new feature she discussed was “Custom Products.” Now, partners can package their own unique services and offerings with a solution provisioned through the Pax8 catalog and assign it a unique SKU, which can then be seamlessly added to the Marketplace Quoting tool. She also mentioned the Pax8 app is now available in French and German. She concluded her presentation with a reminder that Pax8 innovates with, and for, this one-of-a-kind global Pax8 community.
SuperOps answers the call of the future
Juan Fernandez, Channel Chief at SuperOps, kicked off his mainstage keynote by sharing his belief in “making memorable moments.” He highlighted SuperOps’ disruptive spirit as the first unified PSA RMM platform in the Pax8 Marketplace, designed to meet the evolving needs of MSPs. With a focus on partner success, SuperOps has partnered with Pax8 for joint Peer Groups and Academy learning, enabling MSPs to run their businesses more effectively. Fernandez emphasized SuperOps’ commitment to the future, showcasing AI integration and Project Vision X, which empowers partners to leverage sentiment analysis and actionable insights for delivering exceptional client experiences.
SentinelOne secures tomorrow
Chris Boehm, Director of Global Field CISO at SentinelOne, talked about building a single, unified platform to transform the market and revolutionize how MSPs approach cybersecurity. With AI as its foundation, that work culminated in PurpleAI, what Boehm called “the world’s most advanced AI-powered cybersecurity platform.” PurpleAI delivers 80% faster and 128% more efficient threat hunting and investigations, allowing partners to detect earlier, respond faster, and stay ahead of attacks.
Sessions to build business
In “Effective Branding and Lead Generation: A Guide for MSPs,” Pax8’s Jonathan Griffiths, Laura Fleming and Martijn Couprie, along with Start Tech’s Ian Groves, highlighted essential strategies for creating an authentic, memorable brand. They emphasized that a brand extends beyond logos—it’s what makes clients choose you over others. Ian shared how hyper-localized marketing, like sponsoring local events, helped Start Tech stand out, while Laura encouraged building a brand that resonates and reflects your strengths. The panel also stressed hosting targeted events, tracking feedback and maintaining a flexible approach to drive community engagement and lead generation.
Andy Readman, Data & AI Director EMEA, Pax8 Academy, took a deeper dive into Ryan Walsh’s “The Secrets to Practical AI” session from yesterday by expanding on his three steps to AI success: 1. establish strategy 2. get data ready and 3. drive adoption. For step one, Readman suggested adjusting your approach by realizing you solve business challenges, not IT challenges. For step two, he said to treat data as an asset by aligning it to a framework to maximize your success. And for step three, Readman recommended driving the adoption journey by using Data & AI packs from Pax8 Professional Services.
In the session, “AI Unleashed: A Compliant and Empowering Future,” Michelle Correia, VP of Legal, EMEA, Pax8, presented some fears she has about AI along with a high-level framework of eight tactics to help MSPs get ahead in their business. She called out: leadership and oversight, AI vision, security, Record of Processing Activities (RoPA), policies and procedures, training and awareness, transparency and monitor, review and update. Correia was also joined by Eric Stevens, Chief AI Officer, Pax8 and Lee Johnson, Chief Information Officer and CISO, Air IT, who provided additional color. They shared the importance of embracing education and scaling dedicated resources to achieve potential and manage risk when it comes to AI.
After McIlhany’s morning keynote on innovation where she focused on the “why,” Pax8’s Seth Gerard, VP of Design, and Angelo Echtermeijer, Senior Product Manager, delivered a live demo, explaining the “what” behind the new Marketplace experience. They showcased the platform’s potential, guiding partners through a flow that started with identifying cross-sell opportunities in Opportunity Explorer to actionable insights that partners can use immediately. They highlighted how the Marketplace is designed to feature partners’ branding seamlessly, from Quoting to Storefronts. They also walked through features like Custom Products that partners can directly push to their Storefronts, which offers clear data analytics and a cohesive experience. More updates, including tailored recommendations in Solutions, are on the horizon, reflecting Pax8’s commitment to helping partners empower their small business customers.
In the panel discussion that followed, partners Becky Hatton from Mirus IT and Tycho Löke from PeopleRock, shared how the Marketplace gives them a competitive edge. From easily accessible, relevant Academy courses to the advantages of the latest features, attendees and panelists engaged in an insightful exchange of questions and ideas. When asked, “How do you start working with the new Marketplace?” Becky Hatton simply advised, “Just turn it on and keep it on.”
Check out the highlights from day two!
Uniting vendors and partners
In the Exhibit Hall, vendors of every size offered in-depth demos and some seriously impressive swag to attending partners. It was the perfect chance for attendees and partners to connect and network with top vendors from across the channel, building valuable partnerships.
Carl Lewis draws a standing ovation
Nine-time gold medal Olympian Carl Lewis sat down with Pax8’s own COO, Rob Belgrave for a conversation covering topics from how to prepare for, and best, the competition, how attention to detail is everything, and how it feels to win. By turns humorous and profound, Lewis shared what he’s learned from being one of the world’s most beloved and enduring athletes. Lewis drew comparisons between business and sports: the value in setting clear intentions, understanding the parameters of a given race, making space for others, and most importantly, never, ever losing hope.
Vendor and partner awards announced
We’re thrilled to announce this year’s partner and vendor award winners—businesses that have truly excelled through their Pax8 partnership. Check out the full list of standout winners below.
EMEA partner award winners
- Partner of the Year: Mirus IT
- Women in Technology: Becky Hatton, Mirus IT
- Pax8 Hall of Fame: Procano
- Peak Performance – Network and Communications: aixpedIT
- Peak Performance – Operations: Sirrus
- Peak Performance – Continuity: Apex
- Peak Performance – Productivity: Enhanced
- Peak Performance – Infrastructure: Capital A S
- Peak Performance – Security: Start Tech
- APAC Partner Collaboration: eVantage Technology
- North American Partner Collaboration: Homefield IT
EMEA vendor award winners
- Peak Performance: SentinelOne
- MVP Vendor: Microsoft
Beyond EMEA wraps up in style
Beyond EMEA 2024 was everything we hoped it would be. Pax8 Co-founder and Chairman, John Street, surprised the audience by taking the stage and sharing his own intention for the ecosystem, “Make sure to listen to the music.”
After the awards ceremony, we were proud to send attendees out on a high note with our very special musical guest. In a style befitting Berlin, they danced the night away to the legendary DJ and record producer, Fatboy Slim.
Join the Pax8 security program
Our new security program gives you access to individualized recommendations to attract new clients and step-by-step guidance to strategically expand your service portfolio and develop cybersecurity expertise. Join the security program today.
Help shape the future of Pax8
Join the Pax8 Insights Community and be the first to get early access to beta products and exclusive experiences. Share your expert insights to directly impact product development and the future of the Marketplace.
Cheers to Beyond!
As we say farewell to Beyond EMEA: Berlin 2024, we know it’s never too early to start looking forward. Beyond EMEA: Amsterdam 2025 will be held on October 5-7, 2025. Secure your early bird Beyond EMEA tickets now for just €99.
As an organization built to empower our community, we’re committed to keeping the high bar set by our partners. Next year, we’re taking it to the next level – delivering even more in education, innovation, and community to fuel the success of everyone in our ecosystem.
See you at the next Beyond!
