SMS Prospecting
SMS prospecting uses text messaging as B2B outbound channel — typically reserved for previously-engaged prospects given consent requirements and prospect expectations — providing higher response rates than email when appropriately deployed.
Why This Matters
SMS prospecting characteristics: 95%+ open rates (vs 20-30% email), 45%+ response rates within 90 minutes (vs 1-3% email), but very high unsolicited contact friction. Effective SMS prospecting limited to: opted-in prospects (event registrants, content downloaders providing phone), warm conversation continuation (after email/phone engagement), and high-value account ABM contexts. TCPA compliance critical — prior express consent required for marketing SMS to consumer phones; B2B numbers somewhat less regulated but consent best practice. Tools: Salesmsg, Twilio, Salesloft Dialer SMS module.
Frequently Asked Questions
Frequently Asked Questions
When is SMS prospecting appropriate?
Opted-in audiences (event attendees, demo requesters), conversation continuation with engaged prospects, urgent meeting confirmations and follow-ups, and high-value account ABM contexts. Cold SMS to never-engaged prospects creates significant brand damage risk.
What's the TCPA risk for SMS prospecting?
High. Unsolicited marketing SMS without consent creates $500-$1500 per message statutory penalties. Class action exposure substantial. Strict consent management essential before SMS deployment.