Setting the Scene
Earlier this month, I had the privilege of joining a panel discussion at Marmadukes, held by the Casla team – Richard Costello, Millie and Saskia, alongside Chris Cotterill, Marketing Director from Tribepad and Claire O’Toole, B2B Marketing Manager from Westfield Health. The event brought together professionals across industries to explore the challenges and opportunities of navigating the evolving B2B landscape.
As Chief Commercial Officer of The Curve, a bespoke software consultancy founded in 2019, I lead our marketing and sales efforts. With a team of 26, we specialize in creating custom builds, consultancy, and integration services for a variety of industries. This diversity keeps our work exciting but also presents challenges, especially in defining our niche and scaling sustainably.
The Build-Up
Being a first-time panelist, I had my share of nerves! I’ve done presentations before, but this felt very different. Would I have valuable insights to share? Would the audience engage with my perspective? To prepare, I leaned on my team for support, crafted key talking points, and reflected on my personal experiences at The Curve so far, over the past 12 months.
One of my main challenges was striking a balance between presenting polished ideas and staying open to an authentic, conversational tone. I had to tell myself that the audience wasn’t there to hear perfection but to connect with real stories and actionable insights.
How It Went
The event itself was a whirlwind—in the best way. The crowd were welcoming, friendly and the venue had a really cosy and relaxed atmosphere which helped (as well as great brownies!). The conversation flowed naturally, and the questions from the audience were thoughtful and engaging. I particularly enjoyed discussing how The Curve’s agility allows us to pivot quickly, whether exploring IoT or developing custom software.
After the panel talk itself, I had some great follow-up conversations with attendees who shared their own challenges in differentiating their brands or adapting to buyer expectations. These interactions underscored the value of events like this—not just for sharing insights but for learning from others.
Key Insights
1. Differentiation in Competitive Markets
Chris shared how Tribepad tackled the challenge of standing out in a crowded market where products often look the same. By shifting their focus from functional features to human benefits—transforming “anonymous applications” into “Stop The Bias”—they not only redefined their messaging but also won industry recognition.
At The Curve, our differentiation lies in our ability to adapt to diverse client needs. This flexibility is both our strength and a marketing challenge.
2. Evolving Buyer Expectations
Claire brought valuable insights into how B2B buyers now conduct 60-70% of their research independently before engaging with suppliers. She emphasised the importance of structuring go-to-market strategies around:
- Research to understand buyer personas.
- Validation to test messaging on a small scale.
- Execution with personalised approaches.
- Optimisation by analysing data to refine strategies.
This resonated with me because, at The Curve, we’ve learned the importance of experimentation and adapting based on data. For instance, demoing IoT tech at our first event recently has helped us refine our audience and approach and identify some potential use cases for the future.
3. Balancing Growth and Stability
For consultancies like The Curve, balancing new opportunities with repeat business is a constant juggling act. I shared how we’re shifting into areas like IoT and Business Central customisation while ensuring our core services remain robust.
Claire’s emphasis on data-driven decision-making added depth to this discussion. She noted:
“Traditionally, we think of a sales funnel as a linear process, but we’ve found prospects looping back between stages as they research and formulate their own solutions.”
4. Leveraging Partnerships and Personalisation
All three of us highlighted the power of collaboration and tailoring approaches to target audiences. At The Curve, we’ve partnered with friendly tech companies like HiveIT to amplify mutual strengths, learn from each other and ultimately provide a fantastic service to customers.
Chris and Claire also emphasised the importance of humanising messaging. For example, Claire noted how Westfield sends newsletters from a person rather than a brand, fostering trust and connection.
Tips and Recommendations for First-Time Panelists
Reflecting on my first panel experience, here are a few tips for anyone considering stepping into the spotlight:
- Prepare but Stay Flexible: Have key points in mind, but don’t over-script. I always feel that (luckily for me!) authenticity matters more than perfection.
- Embrace the Nerves: A little nervous energy can keep you focused. Reframe it as excitement (the glass of prosecco may have helped slightly).
- Connect with Fellow Panelists: A collaborative dynamic can ease pressure and make the experience enjoyable. I was really lucky to have been teamed up with a fantastic pair of people who I will definitely stay in touch with! We got to know each other prior to the panel, and the fact that we all clicked really well was likely to have helped us all, and hopefully created some good chemistry for the audience!
- Engage with the Audience: Post-event conversations can be as insightful as the panel itself.
Final Thoughts
Participating in this panel was a rewarding experience, both professionally and personally. It reinforced the importance of adaptability, collaboration, and staying customer-focused in today’s dynamic B2B landscape.
As Claire aptly put it:
“The B2B landscape is always changing. There’s no magic formula, but staying curious, connected, and customer-focused is the one constant.”
For me, this event was a reminder that sharing our journey—challenges, pivots, and all—helps us grow, not just as businesses but as individuals.