Why B2B Companies Should Leverage HubSpot SMS Marketing

Over 23 billion text messages are sent daily, yet Short Message Service (SMS) marketing remains an underutilized channel in B2B marketing.₁ 

While email and LinkedIn outreach dominate the business-to-business space, SMS marketing offers a unique opportunity to engage prospects and customers in real time with highly targeted, impactful messaging. When integrated with HubSpot, SMS marketing becomes a powerful tool for enhancing lead nurturing, increasing engagement, and accelerating sales cycles.  

In this blog, we'll explore the key benefits of HubSpot SMS marketing and how B2B companies can use it strategically to drive growth.

Why SMS Marketing Matters in B2B 

SMS marketing is often associated with B2C businesses, but it has significant potential in B2B. Unlike emails, which have an average open rate of 20%, text messages boast an astounding 98% open rate. This means your messages are far more likely to be seen—and quickly.  

For B2B companies, where sales cycles are longer and decision-making processes are more complex, SMS can efficiently cut through inbox clutter and reach key stakeholders directly. 

Key Benefits of HubSpot SMS Marketing 

1. Immediate and Direct Communication

HubSpot SMS marketing allows businesses to send time-sensitive updates, appointment reminders, or follow-ups that land directly in a recipient's text inbox. This ensures urgent messages aren't lost in overflowing email folders. For example, sales reps can send personalized follow-ups after a demo, significantly increasing engagement rates. 

Source: HubSpot

2. Personalized Lead Nurturing

Using HubSpot's automation and segmentation tools, businesses can send SMS messages tailored to a lead's specific needs or behavior. Whether it's a reminder about an upcoming webinar or a personalized discount for a SaaS trial extension, targeted messaging increases engagement and drives action. 

3. Higher Engagement and Response Rates

On average, SMS messages have a 45% response rate, compared to just 6% for email. This makes SMS marketing an excellent tool for collecting feedback, confirming appointments, or prompting decision-makers to take the next step in the sales funnel. 

4. Seamless Integration with HubSpot Workflows

HubSpot's CRM enables businesses to integrate SMS marketing directly into existing workflows. For example: 

• Lead Follow-Ups: Send an automated SMS after a lead downloads a whitepaper 
• Event Reminders: Notify attendees about an upcoming industry event or webinar 
• Customer Support: Provide quick responses or updates via SMS, improving the overall customer experience 

5. Compliance and Opt-In Advantages

Unlike cold calls or unsolicited emails, SMS marketing typically requires an opt-in, so you know your audience is already interested. This leads to higher engagement and helps businesses stay compliant with regulations like TCPA and GDPR. With HubSpot, managing opt-ins and ensuring compliance is seamless. 

6. Cost-Effective Integration and High ROI

Incorporating SMS marketing into HubSpot is both seamless and economical. HubSpot offers an SMS Marketing add-on starting at $75 per month, which includes 1,000 message segments.  

This integration allows you to automate SMS campaigns within your existing workflows, ensuring timely and personalized communication with your audience. Notably, SMS marketing boasts impressive returns, with businesses experiencing an average ROI of $21 to $40 for every dollar spent. This high return, coupled with the relatively low cost of implementation, makes SMS a valuable addition to your marketing toolkit. 

HubSpot SMS Marketing: The Conclusion 

If your B2B company is looking for a way to cut through inbox fatigue, boost engagement, and improve response rates, HubSpot SMS marketing is worth exploring. Integrating SMS into your marketing and sales strategy can enhance customer relationships, streamline communication, and ultimately drive more conversions. 

Want to unlock the full potential of HubSpot SMS marketing? ProperExpression is a HubSpot marketing agency that knows how to maximize every channel—from email to SMS and beyond. Contact us today to see how we can help! 

_{1. https://www.forbes.com/councils/forbestechcouncil/2021/01/06/the-past-present-and-future-of-messaging/}