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Mobile, Technology

B2B Turns To Text Marketing

by Emily PlanteApril 6, 2023
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Ping — new text message! For the average American this notification is nothing new, appearing 32 times a day…even more for the younger demographics.

As more and more consumers turn to their mobile devices for online shopping, text marketing has emerged as a powerful way for businesses to connect with their audience in a personal and engaging way. In this post, we’ll explore the reasons why text marketing has become such a popular form of marketing, why it’s poised to become an even bigger player in the e-commerce landscape, and even emerge in B2B businesses’ marketing strategies in the coming years. 

First, what is text marketing? 

But before we dive in, let’s take a moment to consider what text marketing actually is. Simply put, text marketing involves sending promotional messages, coupons, and other marketing content directly to consumers’ mobile phones via SMS or MMS. Seems simple right? Deceivingly yes, but many nuances and personalized targeting capabilities are hidden behind these messages. This approach allows businesses to reach their audience in a way that is immediate, intimate, and highly targeted. 

So why has text marketing become so popular in recent years? There are several factors at play. For one, mobile devices have become an increasingly important part of our lives – we carry them with us everywhere we go, and we rely on them for everything from socializing to shopping. Text marketing takes advantage of this trend by delivering marketing messages directly to consumers’ devices, where they are most likely to be seen and acted upon.

In addition, text marketing offers a number of advantages over other forms of marketing. For one, it’s highly personalized – businesses can tailor their messages to individual customers based on their past purchases, preferences, and behaviors. This makes the messages more relevant and engaging, which in turn increases the likelihood that customers will take action.

How can text marketing be useful in a B2B landscape? 

While at first glance text marketing may feel like a more beneficial strategy for the B2C segment, the tactic can also add value as a supplemental channel in the B2B segment. While B2C text marketing is centered around quick touchpoints and quick results, B2C text marketing is more focused on building a relationship with your customer and improving your brand reputation. Here are a few ways that B2B businesses can leverage the power of text marketing:

  1. Lead generation: One of the most important goals of any B2B marketing strategy is to generate leads. Text marketing can be a highly effective tool for this purpose. For example, businesses can offer a special promotion or incentive in exchange for customers opting in to receive text messages. This allows businesses to build a list of interested prospects who are more likely to convert into paying customers.
  2. Event promotion: Many B2B businesses rely on events and conferences to generate leads and connect with potential customers. Text marketing can be a great way to promote these events and drive attendance. For example, businesses can send out text messages with event details, special offers, and reminders to register.
  3. Customer engagement: B2B businesses can also use text marketing to engage with customers in a more personal way. For example, businesses can send out text messages with exclusive content or behind-the-scenes insights, or offer special deals to loyal customers. This can help businesses build stronger relationships with their customers and keep them engaged over the long term.
  4. Account management: Text marketing can also be useful for B2B businesses looking to manage customer accounts more efficiently. For example, businesses can use text messages to send invoices, payment reminders, and other important account information directly to customers’ mobile devices. This can help streamline the account management process and improve the overall customer experience.

 

These are just a few examples of how B2B businesses can use text marketing as part of their marketing strategy. By leveraging the power of SMS and MMS messaging, businesses can connect with customers in a more personal and engaging way, generate leads, promote events, and more. So if you’re a B2B business looking to take your marketing to the next level, consider adding text marketing to your toolbox.

So what does the future hold for text marketing? We believe that it will continue to grow and evolve, becoming an even more important part of the e-commerce landscape. Whether you’re a B2B business looking to connect with your customers in a more personal way, or a consumer looking for deals and discounts, text marketing is a trend that you won’t want to ignore.

Frequently Asked Questions (FAQ)

Is SMS really useful for B2B, or is it just a B2C play?

SMS can be highly effective in B2B when it’s used thoughtfully for time-sensitive, high-value interactions. Think event reminders, demo confirmations, renewal nudges, and status updates-moments where immediacy matters. Unlike promotional blasts, B2B SMS should feel like concierge service that respects context and consent. Done right, it boosts response rates and shortens cycles.

How do we collect opt-ins without hurting conversion?

Offer clear value in exchange for mobile consent: VIP updates for events, outage alerts, or early access to webinars and resources. Present SMS as an optional convenience at form submission-not a gate to content-and explain frequency and message type. Double opt-in and easy opt-out keep lists clean and compliant while signaling respect for the recipient.

What kinds of messages perform best for B2B audiences?

Utility beats fluff. Short, actionable texts that confirm meetings, deliver logistics, or provide a direct link to what was promised drive the best engagement. For nurturing, use SMS as a pointer to rich content or a live contact-not as the content itself. Always include a clear action and a human fallback when the conversation needs depth.

How do we keep SMS compliant and trustworthy?

Follow TCPA/GDPR rules: explicit consent, identifiable sender, frequency disclosure, and immediate ‘STOP’ handling. Segment by role and stage to minimize irrelevance. Log consent and message history in your CRM so sales and support have context. Trust grows when messages are rare, relevant, and instantly stoppable.

What metrics indicate our B2B texting is working?

Look at delivery and response rates, link CTR, meeting attendance lift, and time-to-response versus email. Track downstream effects like no-show reduction, faster sales cycle stages, and satisfaction scores for accounts that opted into SMS. If opt-outs spike or replies look annoyed, tighten targeting and reduce cadence.

How can SMS complement email and sales outreach without overwhelming buyers?

Give channels distinct jobs. Use email for depth, SMS for urgency, and calls for complex discussions. Orchestrate sequences so SMS appears at key friction points-24-hour reminders, last-minute room changes, trial expiration nudges. Centralize orchestration so prospects don’t get hit by all three at once.