In this week’s episode of The Marketing Innovators Podcast, host Mouneeb Shahid welcomes Philip Hatcher, head of marketing at Sprout, a health technology company empowering organizations to embrace wellbeing and improve health and happiness.

Sprout offers a technology solution that allows employers to encourage and reward a healthy lifestyle for their employees through integration with an API. These types of solutions offer challenges to marketers around personalization, brand loyalty, and product loyalty. Philip is constantly assessing their strategy and procedure choices to ensure maximum stickiness and loyalty from their end-users.

There is also an inherent technical aspect to API products. Philip says that the biggest challenge his B2B marketing team faces is telling its product stories in a meaningful way that does not bombard potential customers with tech speak.

Philip believes that in marketing there is no silver bullet that is going to work every time, and even if it works today, it might not work tomorrow. Marketers need to try innovative new ideas, knowing there is a chance something may fail. As he says, fail fast and fail cheap, but try it.

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As we mentioned, this episode is brought to you by 2Web. We help your business thrive online. Learn more and say hello at 2Web.ca.