Captain Culum Retallick said they were definitely in the hunt throughout the match.
"We probably just needed to hold onto the ball a bit more, as we turned it over a lot, which meant we couldn't build a lot of pressure in the second half. But we will lick our wounds and get ready for next week."
The Steamers started well with Nick Evemy kicking a penalty for a 3-0 lead. Hawke's Bay came closest to scoring after 15 minutes when winger Ryan Tongia knocked on over the tryline. But when Retallick coughed up the ball inside his 22, Tongia made no mistake with a try in the corner.
Evemy just missed a penalty from 46 metres before the Steamers drove from an attacking lineout and blindside flanker Shahn Eru crashed over for the deserved try. Evemy slotted the wide angled conversion and the Steamers led 10-5 after 27 minutes.
Steamers flanker Zac Hohneck conceded a penalty, and earned 10 minutes in the bin for a cynical play, which Ihaia West kicked to cut the gap to 10-8. He added another for a slender 11-10 lead at the break.
Hawke's Bay's Tom Stanley scored early in the second half from a driving maul, which with West's conversion gave the Magpies a handy 18-10 lead. Then minutes later Hawke's Bay crossed again through Tony Lamborn to lead 23-10.
Game over? No way. That just kick-started the Steamers into action. Winger Elijah Nicholas sparked the team with a great run and Evemy finished off good phase play to cross for the try. He converted and at 23-17 it was anyone's game, as both teams attacked with no fear.
Down to the final 20 minutes there was little between the teams and as the game lapsed into the last 10 minutes, the pressure on both teams was immense. Both defensive lines closed up, giving few opportunities for either side to make the crucial next score.
That is until the final push for the line and what could have been for the Steamers.
The Ranfurly Shield has been the purveyor of missed opportunities and hard luck stories since 1904, and this is one that got away for Bay of Plenty.
But there was lots to like about the attitude and commitment shown by the players, which is all any fan can ask for.
The Steamers did pick up a bonus point from the match, which may still be crucial in their quest for an ITM Championship semifinal spot.
Hawke's Bay Magpies 23 (Ryan Tongia, Tom Stanley, Tony Lamborn tries; Ihaia West con, 2 pen) Bay of Plenty Steamers 17 (Shahn Eru, Nick Evemy tries; Nick Evemy 2 con, pen) Halftime: 11-10 Hawke's Bay