With mobiles quickly transforming every aspect of our lives, Google has released a new report: Micro-Moments: Your Guide to Winning the Shift to Mobile.

The guide covers strategies, insights and customer examples for mastering micro-moments, explaining how companies can make the most of the shift to mobile. Google describes micro-moments as something that can happen “anytime, anywhere” and in that moment “consumers expect brands to address their needs with real-time relevance”.

So how would this apply to B2B marketing? Well, one thing is for sure, whether a customer is from the consumer market, or the B2B sector, they are sure to have a common reliance on their mobile phone.

The report describes consumers, as calling their phones their “lifelines”. With 68% admitting to checking their phones within 15 minutes of waking up. With the constant dependence on mobile phones continuing to grow, it seems the B2B market shouldn’t miss this new opportunity.

Described as “critical touch points within today’s consumer journey”, micro-moments are something the B2B market should seriously consider. With B2B customers obviously having access to mobile phones, if the industry focussed on providing detailed micro-moments, it could help potential leads begin the journey into a sales or marketing funnel quicker, an obvious benefit for B2B businesses.

With the mobile quickly becoming the go to device for consumers, this guide highlights the ever-growing importance of micro-moments, assuring us once again that the B2B market will only benefit from this.