Sms Marketing

SMS Marketing

Overview

This skill covers how B2B marketers should approach SMS as a channel — specifically when it is appropriate, what makes an SMS message effective, and what to avoid. All practices are sourced exclusively from Exit Five podcast guests; only what guests have explicitly recommended is included here. This skill is narrow by design: the source material covers two guests from a single episode, and gaps have been left rather than filled with general knowledge.

Using SMS for Event Reminders and Time-Sensitive Communications

SMS is well-suited to a narrow but high-value set of B2B use cases — primarily event logistics and time-bound commitments where the recipient has explicitly opted in.

• Send SMS reminders for events (e.g., "Your event is tomorrow") when attendees have explicitly opted in to receive transactional updates. (Source: Jess, Episode #312)
• Include actionable elements in SMS messages — for example, a Google Maps link for a venue address — to reduce friction and make the message immediately useful. (Source: Jess, Episode #312)
• Limit SMS use to audiences who have specifically opted in for transactional updates. Do not use SMS for general B2B marketing outreach. (Source: Jess, Episode #312)
• Use SMS for time-sensitive, transactional, or urgent communications where immediacy matters and the user has explicitly opted in. (Source: Gabby, Episode #312)

What NOT To Do

• Do not use SMS for general B2B marketing unless the audience has explicitly opted in for transactional communications. SMS is not a substitute for broad marketing outreach. (Source: Jess, Episode #312)

Where Experts Disagree

No disagreements were identified among guests on this topic.

Sources