As multicultural marketing becomes synonymous with mainstream marketing, B-to-B companies not only have an opportunity to attract new customers and build more diverse relationships but dramatically change their creative mindset. "B-to-B marketers focus on selling their individual products or services, instead of connecting with people, and that makes their marketing boring," says Carla Johnson, president at Type A Communications and co-author of 'Experiences: The 7th Era of Marketing'. "But with multicultural marketing fundamentally changing a growing number of business sectors, B-to-B marketers need to shed traditional approaches and get more creative about how they engage audiences."
B-to-B companies...