Where does SMS fit into modern B2B communications? To explore that question, Amanda McGuckin Hager, CMO and CRO at TrueDialog, hosted a dynamic panel of RevOps experts. Joining her were Ali Rastiello, founder of GTM Edit and former leader at RackSpace and Health Catalyst; Mike Rizzo, founder of the 6,500+ member Marketing Ops Community; and Sara McNamara, author of The Marketing Operations Strategist and RevOps lead at Vector. Together, they brought deep experience in marketing operations and B2B strategy to a conversation about how SMS is transforming business communications.
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Embrace Texting as a Strategic Touchpoint
SMS isn’t just for B2C or promotional pings anymore. Today’s RevOps leaders recognize texting as a strategic tool in the B2B communication stack. Once a prospect enters the sales pipeline, texting becomes a direct, personal, and fast-moving way to connect. Entire deals—from budget talks to contract terms—can be conducted via text. This shows how comfortable buyers are with SMS when the relationship is built on trust.
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Remove the Fear Factor
For many B2B teams, SMS feels unfamiliar or risky. Mike Rizzo noted that executives often worry about tech limitations, compliance, or even who “owns” the SMS tool. But the truth is, most reps are already texting customers from their personal phones. Implementing a platform like TrueDialog provides visibility, security, and scale. The fear is often just uncertainty—once you set up the right systems, it’s no harder than email.
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Build Stronger Relationships Through Text
The panel agreed: texting is a relationship accelerator. Buyers who share their phone number are signaling deeper engagement. And sellers who text responsibly build loyalty faster. Ali Rastiello described her B2B vendor relationships as so strong that even after changing roles, she kept texting her favorite reps—because they had become trusted contacts. That kind of connection simply doesn’t come from email alone.
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Use SMS to Complement (Not Replace) Other Channels
SMS works best as part of a broader communication strategy. Use it for quick nudges, confirmations, event logistics, or urgent updates—times when emails get lost or calls go unanswered. For example, SMS can enhance event-day operations when sending out things like Uber credits and schedule changes. It’s not about replacing email; it’s about choosing the right tool for the moment.
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Prioritize Personalization and Value
Spray-and-pray texting is a no-go. Recipients should always feel like the message was meant for them, not a mass audience. Texts that deliver career advice, personalized insights, or timely resources stand out. In contrast, generic blasts erode trust. SMS is an intimate space, so it’s wise to treat it with care and relevance.
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Make Events More Effective With Texting
Events are a prime use case for SMS. Whether you’re managing a major conference or a simple networking dinner, texting helps keep things running smoothly. From last-minute updates to booth invites and attendee reminders, text ensures real-time reach. As Mike Rizzo pointed out, when you’re in the field, attendees ignore email—but they read their texts.
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Plan for Compliance and Ownership
Compliance matters. This is especially true when customer data lives on personal devices. For example, it’s not uncommon for reps to leave companies with customer texts on their phones. Using centralized SMS platforms solves this, offering record-keeping, opt-out management, and audit trails. This not only protects the company but also ensures customers have a seamless experience regardless of rep turnover.
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Supply the Right Tools (and Phones)
If texting is integral to your GTM strategy, back it up with the right hardware. It is surprising that more companies don’t provide phones, especially since they’re often cheaper than laptops. Whether it’s through reimbursement or issuing company phones, supporting SMS usage with the right infrastructure ensures alignment, security, and performance.
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Always Start With Strategy
The best SMS campaigns are rooted in thoughtful planning. Don’t jump in just because you can. Start by defining your use case first: Is it for relationship building? Event engagement? Pipeline nudging? Then, select tools that match your needs—not just flashy features. Fit the tool to the strategy—not the other way around.
See How TrueDialog Can Help Your Business
The right partner can streamline your SMS efforts and empower you to reach the right people at the right time, all while ensuring data security and compliance. Click below to learn more about how TrueDialog sets businesses up for success.
