Breakfast panel: What do you do when B2B buyers ultimately decide to do nothing?
As B2B SaaS companies grow, they often face the harsh reality that even when everything seems aligned, some buyers still opt for inaction. Join us for an engaging breakfast panel discussion where we tackle one of the most frustrating challenges for B2B companies: when buyers go silent or ultimately decide to do nothing.
During this breakfast discussion, you'll gain practical insights from industry leaders on how to address this issue, keep deals moving forward, and avoid the pitfalls of 'no decision' outcomes. You’ll hear from a panel of experts who’ve been in the trenches, helping companies scale and overcome buyer inertia, including Santokh Bains (SOCRadar), Ben Miller (Miller Advisory) and Richard Anton (Oxx). They will cover topics such as:
Why buyers choose to delay or stop decisions, even when they show strong interest.
Strategies for reigniting stalled deals and preventing 'no decision' outcomes.
How to differentiate your offering in a competitive and uncertain environment.
Practical insights on managing buyer relationships and expectations.
Don’t miss this chance to learn, network, and gain actionable strategies over breakfast in London. Please note that there are limited spots available for this event, so please RSVP as soon as possible to secure your spot.
Speakers
Santokh Bains
Santokh has worked in Enterprise sales for 20+ years with a focus on cybersecurity startups for the last 10 years, he has recently joined SOCRadar a leader in protecting organisations against external cyber attacks to grow the business across EMEA, previous to SOCRadar he was the VP + GM at ZeroFox supporting their growth across Europe. ZeroFox was acquired by Haveli Investments in May of this year.
Ben Miller
Ben started his career as a software engineer, but subsequently moved into sales and has run commercial teams selling B2B technology across the world for 25 years. At Metaswitch he developed the international market from £5m to £45m, selling in 65 separate countries. He has been the first person in region for a cybersecurity start-up, and chief commercial officer in fintech for one of Britain's fastest-growing scale-ups. For the past five years, Ben has advised over 50 start-ups in the UK and Europe helping them build out their revenue and growth strategies, and has seen many common mistakes but also some great best practice.
Richard Anton
Richard Anton is a venture capital veteran with over 20 years of experience in scaling and internationalising B2B SaaS companies. In 2017 he co-founded Oxx, a specialist B2B SaaS investment firm built on the commitment to being the best venture partner for SaaS scale-ups building category leaders. Before that, Richard held long-term positions at Amadeus Capital, Apax Partners and worked as a management consultant. He is also a former Chairman of the British Venture Capital Association.