Stand Out From the Digital Crowd: Effective B2B Calling and Texting Strategies

As part of Solutions Review’s Contributed Content Series—a collection of articles written by industry thought leaders in maturing software categories—Sean Evers, the VP of Sales at Pipedrive, explains how B2B calling and texting strategies can help your brand stand out from the competition.

In the age of digital transformation, it may be tempting for B2B sales teams to focus solely on digital channels like email, social media, and messaging platforms. However, while these channels are undeniably important, calls and texts should not be neglected or considered passé. Studies show that many B2B buyers prefer more traditional communication, like calls and texts, for specific interactions. When used strategically, calls and texts remain invaluable in moving B2B deals forward.

The Personal Touch of Live Interaction

The art of sales today means engaging customers through real-time, personalized conversations—whether through a text, phone call, or a quick and casual email. However, email can lack the nuance of tone and rapport building that a live interaction would provide. This aligns with broader trends that consumers prefer texting or calling (direct forms of outreach) from businesses over email’s asynchronous, impersonal nature. 

Texting enables casual check-ins that build contact, and phone calls facilitate more in-depth dialogue, allowing for verbal cues to support the conversation. Together, these channels allow salespeople to tailor conversations and understand customer needs better than broad email blasts. As technology expands possibilities for individualized interactions, sales teams embracing thoughtful communication across all digital channels will succeed. The human touch still matters, and real-time communication channels allow that personalization at scale. 

Delivering Relevant Value, Not Noise

While B2B calling and texting allow for more personalized outreach to potential B2B customers, sales teams must be thoughtful to avoid missteps. For example, cold calling or texting risks intruding on prospects’ busy schedules, and salespeople must respect boundaries and preferences, as some prospects may not appreciate unsolicited contact. Gatekeepers like receptionists and spam filters present obstacles in reaching decision-makers directly, so teams must establish legitimacy and trust quickly on the phone or in a text to demonstrate value. Finding the right contact frequency and timing outreach to not annoy prospects remains an art. The key is ultimately conveying relevance, not adding to noise. With good intention, care, and strategy, texting and calling enable sales teams to cut through the chaos to deliver personalized messages. 

B2B calling and texting strategies differ by stage and interaction in the sales process. Here are some best practices to keep in mind:

• Introductory Outreach: Short, personalized texts to schedule exploratory calls catch attention amidst email overload.
• Product Demonstrations and Presentations: Live demos and walkthroughs are best conducted over sales calls where prospects can view screens and ask real-time questions.
• Addressing Concerns: Phone or text conversations enable more natural, open dialogue to discuss pain points.
• Negotiating Contracts: Calls remain pivotal for final price and terms negotiations as they allow teams and customers to speak freely and have a two-way conversation happening in real-time. 
• Ongoing Account Management: Regular check-in calls and quick texts help demonstrate attention and strengthen relationships throughout the customer journey.

Timely, Strategic Follow-Ups Move Deals Forward

Thoughtfulness is required to ensure outreach is well-received. Taking the time to plan calls with clear objectives allows reps to guide strategic discussions. Sales teams should leverage data like call history within CRM platforms to optimize follow-up timing and frequency. Additionally, integration with call center software enables features like click-to-call and call tracking to connect with prospects seamlessly.

When making contact, teams must establish credibility and convey value early on. Asking smart questions and actively listening to understand needs is critical. Finally, thanking the prospect and recapping the next steps in a follow-up text keeps communication flowing. Small personal touches like using the prospect’s name and remembering key details go a long way. With restraint and relevance, texting and calling allow sales teams to break through noise and drive meaningful connections. 

No digital channels can fully replace the nuance, persuasion, and ultimate effectiveness of a live human voice or personalized text exchange. But by combining digital efficiency and personal outreach, B2B sales organizations can exceed revenue goals in today’s evolving landscape through an integrated approach (with calls, texts, emails, and social messages) working together to engage customers.