Turning an IPO Into a Multi-Week Demand Gen Campaign

In this episode of The Future of Marketing, host Andres Figueira interviews Erika White, Chief Marketing Officer at Navan, the leading all-in-one business travel and expense management platform. Navan is disrupting the antiquated corporate travel industry by bringing consumer-grade personalization to business travel—enabling employees to book trips as seamlessly as their personal travel while maintaining compliance and giving finance teams real-time visibility. After going public in October, Navan is scaling its marketing organization globally while maintaining an in-person culture that mirrors the in-person connections their product facilitates. Erika shares how she's building a unified global marketing function, leveraging AI for brand consistency at scale, and creating demand in a $185 billion addressable market dominated by legacy solutions. Topics Discussed: Globalizing a disparate marketing organization across US and EMEA markets Orchestrating a high-impact IPO marketing campaign as a demand generation event Building an in-person marketing culture that reflects the product's value proposition Training custom LLMs on brand voice for scalable content creation Allocating marketing budget toward upmarket demand generation and sales enablement Leveraging out-of-home advertising contextually for business travelers Expanding from travel into expense management and payments during COVID