Reinventing Relevance: How Marketing Fueled 8x8’s CX Transformation

Bruno Bertini, Chief Marketing Officer at 8x8, is leading one of the most ambitious B2B brand and go-to-market transformations in the customer experience (CX) industry. When he joined, 8x8 faced declining awareness, fragmented positioning, and mounting competitive pressure from larger, better-funded category leaders. Rather than pursuing a surface-level rebrand, Bruno redefined how the company showed up in the market, shifting 8x8 from a legacy voice provider to a bold, unified CX platform partner.

Central to this transformation was the introduction of The Power of You™, a global campaign that placed real customers at the center of the story. By combining AI-enhanced creative with a human-first, outcomes-driven narrative, Bruno repositioned marketing as a strategic business function, aligning brand, product, sales, and customer experience around a single, cohesive promise.

Under his leadership, marketing evolved beyond demand generation to become a true growth engine. The transformation delivered measurable impact across brand equity, pipeline quality, and bookings, while restoring relevance with modern CX buyers and analysts. More importantly, it created internal clarity, giving teams across the organization a shared language for value, differentiation, and customer impact.

Bruno’s work demonstrates what modern B2B leadership looks like: disciplined, creative, customer-centric, and commercially accountable. His transformation of 8x8 is a business reinvention that proves brand, when executed with rigor and purpose, can be a catalyst for sustainable growth.