What Marketing Should Actually Do at a B2B Startup | With André Dias

​Growth Marketing, Product Marketing, Revenue Marketing, Demand Generation, Go-to-Market. The titles sound impressive, but they rarely answer one fundamental question:

What should marketing actually do at a B2B startup, and how should founders plan it properly?​

Without a clear answer, startups make the wrong hires, create weak marketing plans, and leave marketing, sales, and product blaming one another when growth stalls.

In this practical Founders Meetup, André Dias, a fractional growth and demand generation advisor focused on B2B SaaS, will share the operational marketing framework he has developed over the past 10 years.

Through concrete examples and practical advice, André will explain how founders can define marketing’s role, connect it with sales and product, and avoid the mistakes that prevent B2B startups from building a consistent growth engine.

What you’ll walk away with

→ A clearer understanding of what marketing should own at a B2B startup 
→ A practical framework for planning marketing around business and revenue goals 
→ How to align marketing, sales, and product around a shared growth strategy 
→ Guidance on ICP, positioning, messaging, channels, assets, and the sales process 
→ How to decide which marketing capabilities and roles your startup actually needs 
→ The most common B2B startup marketing mistakes and how to avoid them 

Who this is for

This session is designed for B2B startup founders, commercial leaders, and marketing teams who want to replace vague marketing activity with a focused, practical approach to growth.

About the speaker

André Dias is a fractional growth and demand generation advisor specialising in B2B SaaS.

With more than 10 years of experience across marketing, growth, consulting, startup building, and founder support, André helps early-stage companies sharpen their ICP, messaging, channels, content assets, and sales processes. His particular focus is supporting B2B SaaS startups as they build more structured and effective go-to-market systems.

Learn more at SaaS Demand Generation.

Event details

📅 Date & Time: 29 September, 6:00 PM Lisbon time
📍 Location: HOOD, Lisbon & Online

​Join the session to understand what marketing should actually do at your B2B startup and how to turn it into a practical, aligned, and measurable growth function.