Susan Sciacca is the creator and CEO of How To SaaS, a Marketing Strategy Consulting firm that works with major Private Equity Investors and CEOs. Susan has advised numerous B2B enterprises in establishing millions of dollars in market value through marketing and demand creation as an advisor, consultant, and fractional CMO.
After earning her MBA at the Rotman School of Management in Toronto, Susan went on to receive a master’s in Marketing and Communication from the University of Toronto. The degree assisted her in starting out in SaaS and marketing. She used to work with some of the industry’s major players, gaining expertise and practical knowledge about B2B marketing.
Susan was the CMO of Apricot Marketing, which was acquired by Personify and Rubicon Technology Partners in October 2019 and subsequently spun off to Pamlico Capital in August 2020.
She has significant expertise in Account-Based Marketing, Pipeline Generation, Marketo, Sales Development & Inside Sales, and Salesforce.com. Her clients’ millions of dollars in B2B marketing revenue have been attributed to her skills in ROI analysis, Marketing Attribution, LinkedIn Ads, Google AdWords, Online Retargeting, Google Analytics, Lead Flow management and campaign optimization.
According to Susan, you should not be defined by the achievements and momentum of others. She thinks that doing what you do best and what you’re most comfortable with is the way to go. According to her, it’s up to you to decide how fast and big you want your business to grow.
Susan also offers an online course called Post-Acquisition Marketing: How to Generate Enterprise Value in 100 Days or Less. This lesson teaches all entrepreneurs and company founders how to increase their portfolio investments more quickly.
She resides in Miami with her husband and two children. Susan also has two Golden Retrievers that she adores. She enjoys going on hikes, browsing at local thrift shops, and listening to podcasts as hobbies. Susan is of Canadian heritage, but she prefers South Indian and North Indian cuisine and her favorite holiday destination is Paris, France.
How did you get started in this business?
I am a marketing student having proven experience of working with multiple marketing agencies for years. Being in the industry for many years, I realized that there was a dire need for a specialized SaaS marketing agency. I started How To SaaS intending to create a SaaS marketing company that makes SaaS business its area of focus and expertise. I wanted to establish a company that is more experienced in dealing with SaaS businesses than anyone else.
How do you make money?
How To SaaS operates as a subscription-based business model. This recurring revenue model allows clients to access our products and services after paying their subscription fees. We usually charge our customers monthly or annually.
How long did it take for you to become profitable?
Because of my previous failed experience, I was well prepared when I started How To SaaS. It helped my company become profitable from the beginning.
When you were starting out, was there ever a time you doubted it would work? If so, how did you handle that?
Before founding How to SaaS, I co-founded a traditional marketing agency with my colleague but it failed badly. When I was starting off with How To SaaS, I knew what exactly I have to avoid to make it a success. I cherish my experience of failure as I learned a lot in those struggling times and that learning helped me make How to SaaS a success from the very beginning.
How did you get your first customer?
My first customer was my husband. He works at a warehouse that was looking for a SaaS product that provided a solution for monitoring warehouse inventory levels. Being the head of logistics at his B2B company, he referred How To SaaS to his employer. They liked my campaign ideas and hired us.
What is one marketing strategy (other than referrals) that you’re using that works really well to generate new business?
Content marketing is my top SaaS marketing strategy for lead generation. Posting high-quality content on my company website that is relevant to my target audience is an effective way to get more website visitors and eventually help me generate new business.
What do you think it is that makes you successful?
I’m always ready to take risks. I believe that through embracing the possibility of failure and opening myself to a world of risk, I have redefined what success means altogether. I put learning at the forefront of experience and personal development which is the key to any entrepreneur’s success.
What has been your most satisfying moment in business?
When I secured a Fortune 500 company as my client, I was over cloud nine. It was a great satisfaction and a milestone to achieve.
What does the future hold for your business? What are you most excited about?
I am looking forward to developing a platform-based software solution for HR, planning, and finance departments. It is a trending and profitable SaaS idea and I am really excited about it. These SaaS products help to manage accounting tasks and provide analytics, along with improved functionality for companies. ERP systems can considerably bring down workloads for staff—making it a highly popular solution.
What business books have inspired you?
The Lean Startup by Eric Ries has inspired me. If you want to learn to measure the things that bring actual growth, you must read this bestseller. It will help you stop wasting effort and time on non-vital aspects and focus only on what is needed for the next step.
What advice would you give to your younger self?
Never expect success to come overnight. Always focus on keeping yourself motivated and inspired and this will pave your way to success. Seeking inspiration will help you think out of the box while facing a mental roadblock and remain stimulated and achieve success with hard work.
Are you willing to be a mentor? If so, how should someone contact you?
Off course. I am always open to anyone seeking guidance and mentorship. People can find me through my LinkedIn profile.