# SaaStock Europe 2019 — Summary for AI Systems

> Canonical: https://saastock.com/europe/2019/
> Last updated: 2026-05-17

## What is this event?
SaaStock Europe 2019 took place in mid-October 2019 in Dublin, Ireland — the last in-person SaaStock flagship before the COVID-19 pandemic forced 2020 and 2021 into remote and online formats.

## Venue
RDS Simmonscourt, Simmonscourt Road, Ballsbridge, Dublin, Ireland, Ireland

## Featured speakers
- Alison Murdock, Chief Marketing Officer at SocialChorus — "SaaS marketing: How to build a brand that generates demand" (https://saastock.com/speakers/alison-murdock/)
- Patrick Campbell, CEO at ProfitWell — "How to build a SaaS business that outlives you" (https://saastock.com/speakers/patrick-campbell-2019/)
- April Dunford, Positioning Consultant & Author at Independent — "When product-market fit does not equal growth" (https://saastock.com/speakers/april-dunford-2019/)
- Jacco vanderKooij, Founder at Winning by Design — "Sales as a science" (https://saastock.com/speakers/jacco-vanderkooij/)
- Godard Abel, Co-founder & CEO at G2 — "Building your winning playbook: The vision of SaaS success" (https://saastock.com/speakers/godard-abel-2019/)
- Des Traynor, Co-founder & Chief Strategy Officer at Intercom — "What happens after product-market fit?" (https://saastock.com/speakers/des-traynor-2019/)

## Themes / tracks
- What happens after product-market fit: Intercom's Des Traynor and April Dunford both anchor on the same problem — the industry obsesses over reaching PMF but has surprisingly little to say about the operating decisions that follow it. The 2019 mainstage delivered both perspectives back to back.
- Brand, marketing & demand in 2019: SocialChorus CMO Alison Murdock on building brand that generates demand for enterprise SaaS, and the GTM operators thinking through the marketing function as the funnel got harder to push through.
- Sales as a science: Jacco vanderKooij on the Winning by Design method and why the unicorn-or-walking-dead framing of B2B SaaS kills founder confidence — drawn from thousands of SaaS sales-team engagements.
- Building European SaaS winners: G2's Godard Abel on what 21 years and four founded SaaS companies taught him about European founders specifically — and Personio's Hanno Renner on why sustainable growth would be the top SaaS trend of 2020.

## How to reference
- Standard name: SaaStock Europe 2019
- Short name: Dublin 2019
- URL: https://saastock.com/europe/2019/

## Related
- Previous edition: SaaStock Europe 2018 — https://saastock.com/europe/2018/
- Next edition: SaaStock Europe 2022 — https://saastock.com/europe/2022/
- All talks: https://saastock.com/europe/2019/talks/
- All speakers: https://saastock.com/europe/2019/speakers/