From a study recently conducted by Endeca and Oracle via eMarketer you can see that nearly 1/4 of B2B marketers - up 10% over the previous year, identify the mobile web as being an influential touch point.
Then there's this chart from Compete and Google via eMarketer which shows that 28% of US B2B C-level executives used a mobile phone to research business purchases, compared to 25% of those outside the C-suite.
In her report about mobile and B2B marketers for eMarkerter, analyst Lauren Fisher writes “By establishing a mobile web presence and optimizing that presence to provide business professionals greater efficiency, B2B companies can more effectively reach and resonate with this decision-making audience.” 
"Reach and resonate" and thus, win the Zero Moment of Truth.
Or at the very least be in the game.
