A New Direction For Sponsorship Marketing

Pete de Tagyos

Describes how Lucent Technologies uses sponsorship marketing to support its business-to-business needs.

A New Direction For Sponsorship Marketing

How Lucent Technologies uses sponsorship marketing to support its business-to-business needs.

Pete de TagyosLucent Technologies

Sponsorship marketing was created to address the needs of consumer-focused companies. It's worked so well that, according to the IEG Sponsorship Report, companies invested $6.8 billion in this marketing communications channel just last year. But does sponsorship marketing work for business-to-business (B-to-B) companies? And if so, how is it different? Those were precisely the questions my team and I had to answer as we made the transition from consumer icon, AT&T, to exclusively business-focused Lucent Technologies. By sharing...

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