The ROI of B2B Brand: From Creative Investment to Business Impact — In Conversation with Sergio Claudio

Brand isn't just a creative exercise — it’s a product that drives ROI.Back for his third appearance on the Focus on Brand podcast, Sergio Claudio (ex-Adobe, Marketo, Zuora) joins us to challenge how organizations perceive and measure creativity. Is it just a cost center—or a powerful growth engine?In this episode, Sergio unpacks how creative work can (and should) drive business outcomes. From C-suite blockers to strategic alignment, we cover how to elevate creative teams from "make it pretty" to make it perform.What we cover:🔹 Why creativity is still misunderstood in many orgs🔹 Common executive roadblocks—and how to address them🔹 How to align creative efforts with real business goals🔹 Tactical ways to integrate brand moments into the customer journeyWhether you're a brand leader, CMO, or creative looking to make a bigger impact, this episode is packed with clarity, inspiration, and action.---Episode Resources:Marketo <> Focus Lab Case StudyThe Marketo Debrief with Sergio Claudio & Sarah Kennedy EllisZuora <> Focus Lab Case StudyThe Zuora Debrief with Sergio Claudio---Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.---FOLLOW US: ► Instagram► LinkedIn► Dribbble ► WebsiteLooking for a brand agency? We would love to hear from you. Email us: [email protected]