How to set up multichannel messaging workflows in OneSignal for B2B companies

If you're running marketing or product at a B2B company, you know email alone doesn't cut it. Customers miss stuff, sales cycles drag, and deals fall through the cracks. Multichannel messaging—email, push, SMS, maybe even in-app—sounds great. But actually wiring it up? That's where most teams get stuck.

This guide is for busy B2B folks who want to set up real, working multichannel workflows in OneSignal—without falling into the weeds or chasing shiny features you won't use. I'll call out what matters, what doesn't, and how to avoid common screw-ups.

Let's get into it.

Why Bother With Multichannel Messaging in B2B?

You know the theory: use more channels, reach more people, drive more action. But here's the reality for B2B:

  • Decision-makers ignore a lot of emails (and so does their spam filter)
  • Push, SMS, and in-app messages can nudge users where email can't
  • Different messages work better in different channels—think reminders vs. announcements

But, you don't need to spam every channel for every message. Multichannel is about relevance, not volume.

Step 1: Get Your Channels in Order

Before you dive into OneSignal's dashboard, slow down. Figure out which channels make sense for your business and your audience.

Most common B2B channels:

  • Email: Still king for most things—updates, onboarding, alerts.
  • Web Push: Good for product updates or reminders if users are active in your web app.
  • Mobile Push: Only useful if you have a mobile app your customers actually use.
  • SMS: Great for urgent alerts or account-related messages, but use sparingly.
  • In-App messaging: For guiding users while they're logged in.

Skip what you don’t need. If you don't have a mobile app, drop mobile push. If your users hate SMS, don't force it. The best workflow is the one your users pay attention to.

Pro tip: Survey your users or peek at analytics to see where they're engaging already.

Step 2: Set Up Your Channels in OneSignal

Now, into the actual setup.

  1. Create a OneSignal account (skip if you have one)
  2. Add your app or site—OneSignal calls each messaging destination an “app,” even if it’s a website.
  3. Configure each channel:
  4. Email: Connect your domain (DNS setup required), authenticate sending, and make sure you’re not sending from a throwaway address.
  5. Web Push: Add OneSignal’s SDK to your website. This usually means pasting some JavaScript and updating your site’s manifest.
  6. Mobile Push: Integrate the SDK into your iOS/Android app. This part can be fiddly—plan for some dev time.
  7. SMS: You may need to request access or get set up with a partner provider. There may be extra costs here. Double-check your country’s rules on SMS opt-in.

What trips people up? - DNS and sender auth: Email won’t work right (or will land in spam) if you skip this step. - SDK mismatch: Make sure you use the latest version of the SDK for your platform. - Consent: For push and SMS, users have to opt in. Don’t skip building this into your onboarding.

Ignore: Fancy personalization stuff at this stage. First, just get the messages flowing.

Step 3: Map Out Your Key Workflows

Don’t start by wiring up every possible message. Focus on the 2-3 most important workflows that actually drive value.

For B2B, these are usually:

  • Onboarding sequences: Get new users or customers up to speed.
  • Product updates/feature announcements: Let users know what’s new.
  • Critical notifications: Payment failures, expiring trials, contract renewals.
  • Event reminders: Webinar invites, scheduled meetings, support calls.

How to map a workflow:

  • What event triggers the message? (e.g., user signs up, payment fails)
  • Who should receive it? (e.g., all admins, specific roles)
  • Which channel fits best? (email for details, push for reminders, SMS for urgent stuff)
  • Do you need fallbacks? (e.g., if user ignores email, send push next day)

Example: Payment Failure Workflow

  1. Trigger: Payment fails on renewal.
  2. Channel 1: Email with details and payment link.
  3. Wait 24 hours.
  4. If no action, Channel 2: Web push or SMS with a short reminder.
  5. Still ignored after 48 hours? Escalate to account manager.

Pro tip: Write these out on paper or a whiteboard before you build anything.

Step 4: Build Your Audience Segments

Blasting every message to every user isn’t just annoying—it’s counterproductive. Segmentation is how you make sure the right people see the right stuff.

Common B2B segments:

  • By role (admin, user, billing contact)
  • By activity (active, inactive, at-risk)
  • By plan (trial, paid, enterprise)
  • By company size or industry

How to set up in OneSignal:

  • Use OneSignal’s “tags” or “segments” to group users.
  • You can set tags via API, SDK, or manually (for small lists).
  • Example: Tag a user as role:admin or plan:enterprise.

What to avoid: Over-segmenting. It’s tempting to slice and dice endlessly. Start simple—big, meaningful groups only.

Step 5: Create and Schedule Your Messages

Now you’re ready to actually build the messages.

  1. Draft your content: Keep it short and to the point. B2B folks don’t have patience for fluff.
  2. Choose the channel: Base this on what you mapped out earlier.
  3. Set up in OneSignal:
  4. Go to “Messages” or “Automations.”
  5. Pick your audience segment.
  6. Set up the trigger (event-based, scheduled, or manual).
  7. Draft your message. Preview it on each channel—what works for email may not fit in a push or SMS.
  8. Schedule or set automation rules: For event-triggered flows (like onboarding), use OneSignal’s “Automations” to send based on user actions.

What works: - Clear, actionable subject lines and copy. - One call-to-action per message. - Using fallback channels only when needed.

What doesn’t: - Generic, one-size-fits-all blasts. - Overusing urgent channels (SMS or push) for non-urgent stuff. - Trying to be clever with too much personalization—stick to basics until you see results.

Step 6: Test (Really Test) Your Workflows

Don’t trust the “sent” count—test with real accounts.

  • Create test users for each segment and channel.
  • Actually opt in to push/SMS so you see what users see.
  • Check timing—are automations firing when they should?
  • Proofread every message. Typos look sloppy, especially in B2B.

Pro tip: Try to break your workflows. What happens if a user isn’t subscribed to push? Does the fallback work? Better to find bugs now than after you email your entire customer list.

Step 7: Measure and Tweak

Launch your workflows, but don’t assume they’re perfect. A few honest metrics to watch:

  • Open/read rates by channel and segment
  • Click-through rates (CTR) for CTAs
  • Unsubscribes/opt-outs (high = you’re annoying people)
  • Response time (e.g., how fast do users act after each message?)

What to do with the data:

  • Kill or change messages with low engagement.
  • Move key notifications to the channel with the best response.
  • Don’t chase vanity metrics—focus on what actually drives revenue or usage.

Ignore: Overly fancy attribution models or trying to measure everything. You’re not Amazon.

What to Skip (For Now)

  • Multichannel “journey” builders: These look cool but are confusing fast. Stick to basic automations until you need more.
  • Hyper-personalized content: Most B2B users just want clear, useful info.
  • Integrating every tool in your stack: Get the basics working before you wire in CRM, Slack, or other extras.

Keep It Simple and Iterate

Multichannel messaging can get messy fast. The trick is to start with a couple of high-value workflows, keep your channels and segments simple, and only add complexity when you really need it. Most B2B teams get the best results from clear, relevant messages—not from using every feature OneSignal offers.

Build, test, learn—then tweak. That’s how you win.

Got it working? Good. Now go do something more interesting.