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---
name: sms-marketing
description: "Guidance on when and how to use SMS in B2B marketing contexts, including appropriate use cases for transactional messaging and opt-in requirements"
version: "2026-04-20"
episode_count: 1
---
# 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
| Episode | Guest | Date |
|---------|-------|------|
| Episode #312 | Gabby | 2025-12-15 |
| Episode #312 | Jess | 2025-12-15 |
