This week on Attribution Nation, Drew Smith sits down with Bruno Bertini, CMO at 8x8, to explore how modern B2B marketing wins when creativity and rigor meet. Bruno shares a career arc from Disney "cast member" to quota-carrying sales leader to CMO, and why that blend shaped his belief that people follow people, not product lists. They get into the danger of over-indexing on science, how to protect bold ideas ("do cool stuff") without losing attribution discipline, and why leadership must set the balance.

Bruno also unpacks 8x8's "Power of You" campaign—real customers, AI-driven production, and a human-first narrative—and the measurement plan behind it: earned pickup, awareness shifts, analyst and community engagement, organic lift, and qualitative signals from sellers and customers (not just leads and MQLs).

If you're building a brand that resonates and proves its impact, this conversation is your playbook.