In the world of B2B, the rise of SMS marketing is more than just a trend - it’s a game-changer. Unlike email, which often gets buried, or cold calls, which feel intrusive, SMS sits right in the sweet spot: instant, direct, and almost guaranteed to be read. 

If you’re in the B2B space and haven’t added SMS together with interactive sales assets to your marketing toolkit, you’re missing out on a powerful channel that can engage clients, nurture leads, and ultimately close more deals. 

In this guide, we’re breaking down all you need to know about B2B SMS marketing, from follow-up tactics to leveraging assets like interactive one-pagers and digital sales rooms, to help you make the most out of every message.

Why B2B SMS Marketing?

SMS marketing isn’t just for B2C anymore. With the right approach, B2B companies can use SMS to drive meaningful engagements, especially when aiming for more personalized connections in a crowded market. Here’s why SMS works so well for B2B:

1. Direct and Personal – People read their texts. Over 90% of SMS messages are opened within minutes, meaning your message doesn’t languish unread in an inbox.
2. Efficient Follow-ups – Sales reps can use SMS for quick, friendly follow-ups that feel less pushy than a phone call and more personal than an email.
3. Hyper-Personalization – By leveraging customer data, you can craft SMS messages that feel uniquely tailored, building rapport and trust.

SMS Tactics That Win Leads and Drive Engagement

1. Sales Follow-ups Made Easy

Sometimes, all it takes to close a deal is the right follow-up at the right time. SMS can be the perfect channel for this, especially for leads who have expressed interest but may need that final nudge.

Example SMS Follow-up Tactics:

• After a Demo or Meeting: Send a quick recap or thank-you message with a link to any discussed resources.
• Post-Proposal: Use SMS to check in after a proposal has been sent, offering to answer any questions directly in the message thread.
• End of Month/Quarter Incentives: Send a personalized note about exclusive offers or incentives, making sure the message is friendly and respectful of their time.

2. Use Personalization to Stand Out

In the B2B space, personalization is everything. But with SMS, it’s crucial to get the tone just right to avoid coming off as overly casual or intrusive. Tailor messages based on the client’s industry, their role, or specific pain points they’ve expressed.

Personalization Tips:

• Personalize Sales Assets: Make sure that the sales assets you are adding to your SMS messaging are hyper-personalized with relevant text, 1:1 personalized videos, and product information that is specific to the prospect or customer’s needs.
• Leverage Data Wisely: Use information from past conversations, interactions, or CRM data to segment messages - addressing prospects by name, noting their company, or referencing a recent conversation adds a thoughtful touch.
• Timing is Key: Don’t spam! For best results, schedule messages for optimal business hours, and keep frequency reasonable (one to two messages per week max).

3. Make Your Sales Assets Shine with SMS Links

SMS isn’t just about text - it’s a gateway to your best digital assets. By including links to high-value resources like one-pagers, digital brochures, or demo videos, you can use SMS to highlight exactly what your lead needs, right when they need it.

Ways to Leverage Sales Assets with SMS:

• One-Pagers and Infographics: After a meeting, send a link to a one-pager or infographic that summarizes key value propositions, product features, or case studies.
• Video Links and Demos: Instead of a long follow-up email, text a link to a video demo or success story. Videos are engaging and easy to consume—ideal for decision-makers on the go.
• Digital Sales Rooms (DSRs): SMS can be a perfect entry point for a digital sales room, offering a centralized place for all sales content and contract negotiations. A short, friendly message with a DSR link shows professionalism and adds a touch of convenience. AssetMule has a lightweight digital sales room option called Asset Hub.

How to Stay on the Right Side of SMS Compliance

Unlike email marketing, SMS falls under a more regulated landscape. Before diving in, familiarize yourself with the necessary compliance requirements to avoid legal headaches. Here’s a quick list to get you started:

• Get Opt-In Consent: Always obtain explicit consent before sending SMS messages, ideally as part of your lead generation or onboarding process. You can also ask your prospect verbally on calls if you can text me, and remind them in your follow-up that they agreed.
• Include Opt-Out Options: Each message should offer a simple way to opt-out, like “Reply STOP to unsubscribe.”
• Be Transparent About Frequency: Inform recipients about what kind of messages they’ll receive and how often to avoid unwanted surprises. Be mindful of not messaging them too much so that it gets annoying.

Examples of High-Impact B2B SMS Messages

1. Follow-Up After a Meeting:
   • "Hi [First Name], thanks for your time today! Here’s the overview here [Link to a personalized interactive one-pager containing an embedded calendar scheduling tool as promised] - Don’t hesitate to reach out with questions or book a time to chat directly from the overview page! - [Your Name] at [Your Company]"
2. Exclusive Offer or Incentive:
   • "Hi [First Name], we’re offering an exclusive discount until the end of the month for [specific product or service]. Check out the details here [Link to a personalized interactive asset] Let’s chat if you’re interested! – [Your Name]"
3. Sending a Digital Sales Room Link:
   • "Hi [First Name], to make things easier, I’ve created a digital room with all the relevant info and resources. Check it out here: [Link to a personalized digital sales room]. Let me know if you have any questions! - [Your Name]"

Tools to Maximize Your B2B SMS Campaign

To keep things professional and streamlined, invest in an SMS marketing platforms that cater to B2B needs as well as an interactive sales asset creation and management tool. Some popular options include:

• Textla: An SMS marketing platform that offers robust contact management, bulk sending, two-way texting, and contact segmentation features awesome for sms marketing automation.
• AssetMule.ai: Allows you to easily create, share, and manage personalized, interactive sales assets that will be sent Textla, with tracking to see which assets clients engage with the most.

You Need to Take Advantage of SMS for B2B Sales and Marketing, Today!

Adding SMS to your B2B marketing strategy isn’t just a novelty - it’s a smart move that can enhance engagement, nurture relationships, and speed up the sales process. By making it easy for leads to access essential resources and staying top-of-mind with personalized follow-ups, SMS becomes a powerful channel in your sales toolkit.

Ready to get started? Try Textla (SMS Marketing Automation) plus AssetMule (Interactive Sales Asset Creation and Management) for free! Remember, keep it personal, professional, and always make it easy for your leads to connect with you. With these SMS tactics and tools in your toolbox, your messages are bound to drive deals to a close!