Human logistics software streamlines complex workforce travel management | Sebastien Cloutier from Nomadis

Rick: Pathmonk is the AI for website convergence. With increasing online competition, over 98% of website visitors simply don’t convert. So the ability to successfully show your value proposition and support visitors in the buying journey separates you from the competition Online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments, relevant micro experiences like case studies, intro videos, and much more.
Stay relevant to your visitors and increase conversions by 50% by adding Pathmonk to your website in seconds. Letting the AI do all the work and increase conversions while you keep doing marketing as usual. Check us out on Pathmonk.com. Alright everyone, welcome to today’s episode of Pathmonk Presents.
Let’s talk about today’s guest today. We are joined by Sebastian is the Director of Sales and Marketing at Nomadis. Sebastian, welcome to the show. How you doing?

Thanks for having me. I’m doing good. You.

Rick: Doing. Doing well, thanks. I’m excited to, to jump in and, maybe Sebastian, we can start with the basics a little bit.
And if you can tell us, tell me and our audience, what’s the big idea behind, Nomadis and if you were explaining it to a friend over coffee, how would you describe what you do?

Sebastien Cloutier: Yeah, absolutely. So the, I’ll start with the real statement of what we do. So we’re a software company, pioneering the, field of human logistics.
So that is the complex statement. I’ll just jump in a bit of explanation now. Please do If you think of, traditional logistics as, the movement of goods and merchandise, it is really integrated, right? You order something from the other side of the planet. It gets on, from the warehouse to truck, to a plane, back on a truck, and so on, so forth until it’s on your doorstep the next day or so. Fully integrated. Nobody’s doing anything throughout the process. Or almost sorry if I insult anyone with saying this, but when you think about human logistics, so the movement of people, if you think of your last trip, let’s say you booked a flight, you get to destination, you booked some mean of transportation, whether it was a taxi or a car rental. Then you got to the hotel. All those segments are really disconnected. it’s not integrated. And, if let’s say your flight is canceled and you have to book for the next day, the hotel does not know unless you contact them to tell them. So our software is really for that, that application. So the movement of large groups of people. so we target a large organization that are centralizing, the process of managing travel for hundreds of, or thousands of people.

Rick: Okay. That’s really interesting. are there any businesses or, industries where you feel this kind of product, let’s say really shine what human logistics are much needed. Absolutely.

Sebastien Cloutier: Yeah. Yeah. Two major ones would be, the first one would be the resource sector. So either oil and gas operations, mining operations that are remote, in the middle of nowhere. Very common here in Canada. so you have to send workers that are coming from everywhere to a site. So that is one of these. Let’s say segment of our business, it’s workforce logistics, and then we have patient logistics and healthcare. So the movement of moving people from remote, communities to urban centers so that they receive care. Very similar.

Rick: Ah, okay. And what people within those companies then will be, more interested in understanding how, your product can help them or their teams, if you will? with the logistics side of things,

Sebastien Cloutier: and that’s where it becomes very complicated. it’s a, niche product and targeting is a bit, really depends on the structure typically. those organization will have, a logistics department or a travel department or a million other names for that department. those would be the right folks. It is usually in the operation department, but it’s, it’s a bit everywhere and, all the above.

Rick: Okay, so let’s say I, I’m part of the, logistics team, in, at Acme Inc. Right? How do I discover you? and I guess it’s a two part question in a way because I wanna understand a little bit more about your marketing channels, right? There’s anything that maybe has become your go-to. For bringing in more of those people, more, people like me. What was looking for potentially a service like yours? Does that make sense?

Sebastien Cloutier: Yes, absolutely. The, the, those are two, two old school industries, the resource sector and healthcare. so I, won’t lie, A lot of the, the channels are traditional channels, whether, Good old trade show advertisement and, like printed material, it still exists. so that’s one part of it. the other part is really, the website SEOs and, the pay per click as well. So we, when someone verbalize this problem, and wanna search a solution for it, we wanna make sure that they find us, and this is. This is, our main focus actually, that someone looking for that solution will actually find a solution because we encounter a lot of, let’s call it SEO, eclipse. if you google the wrong terms, you’ll, stumble in on a million different results that we cannot beat because it’s not our niche, like somebody could say. This is workforce management, for instance. That’s an example, and that would be HR is workforce management as well. So we’ll be facing all the HR systems. people could say it’s corporate travel. That’s not what we do. Corporate travel, it’s those app where you download and you have a list of hotels that you can book and your company pays for it. That’s not what we do. It’s really when we, our clients are the ones that centralize the process. So it’s, a tough game. to get them to find us. but we’re doing a pretty good job at it.

Rick: Yeah. It’s a game of positioning and messaging, make sure you’re speaking to the right person. But yeah, it’s a tricky one. ’cause as you said, that was it. What is it? SEO Eclipse that you mentioned that, yeah. Okay. That’s an interesting one. first time for me, but, totally. Yeah. You have to understand. Who you’re speaking to, what exactly they need to see from you to understand what you are about. But I’m glad you mentioned, obviously, the website is, it sounds like it’s a big part of it. I love that you mentioned trade shows ’cause, At the end of the day, face-to-face, shaking hands is still number one, I think, Yes. Even in this remote, like digital world. but going back to the website, how much of a role do you think it plays when it comes to pulling in new, new clients, new customers for you guys? Is there. Anything that you think really works at the moment? Maybe touching on the messaging, the positioning, or anything that you got your eye on improving it that you think Okay, this one definitely need to work on.

Sebastien Cloutier: Yeah. it’s a, long journey, website. It’s a never ending journey actually.
what I think works well, let’s start with what works well, right? The, there’s enough information on the website to get people interested. It’s segmented in, the right way. I like it. I think there are two dangerous, pitfall with a website in terms of information. Either they believe there is no information of value for them and they leave the website and that is not good. And then if there’s too much information. Or enough information so that they have an idea that they understand the product, but they don’t think it’s, there’s value for them. This is also terrible. And I think we’re satisfying both of those aspects very quickly.
the pro, not the problem. The challenges with the current website and where we’re trying to improve is tailor the messaging to different markets because, When we talk about somebody moving from the place to the next, we see a traveler. That’s our word, because it’s somebody that travels, right? our clients source sector, they see workers, they don’t see travelers. the, those are workers, people in the healthcare sector, they see patients we’re a one product company. we only have one the manage platform that is just flexible to different contexts. So what we started doing last year is kinda have one product, yes, but different solutions, to have a different, flow of navigation on the website to get those people not confuse. ’cause if we’re going to broad, then we confuse them. They don’t think it’s for them, and then they leave and they, actually check that, they put that check mark. I look at the website, I have all the information, and it’s not for me. And this is the worst place you want to be. So we tailored the experience to different solutions. And as we’re getting more, sectors, that we’re targeting, we’ll do the same thing to be, more focused on those.

Rick: Love it. Love it. And especially the tailoring, the experience side of it. And, the, link there to, to what we do at Pathmonk is, Really clear to me. but I think more and more people need to get on that kind of, thought, line of thought, if you will, just to understand that if you tailor the experience, if you speak their language, if you present the right content at the right time, then that’s when you actually. making the most of your website, right? So

Sebastien Cloutier: a hundred percent yes.

Rick: Yeah. Yeah. now I would love to switch gears for a second here, Sebastian, and, maybe talk about you as a leader. See, what, do you do on a daily basis? What’s the typical workday, for you? And, if you can share with us what, are the main things you focus on, the day to to, make the team work and make sure that, you are, you guys are reaching your goals.

Sebastien Cloutier: Yeah, sure. I do have both ads, sales and marketing. So a good portion of my time is, approaching customers and talking to them, which I love for the marketing part, right? Because it gets me, direct information. Not only, ’cause you can always add the, the research and all, but I get. Kind of the feeling information of when we say something, what’s the reaction of those people? What are their real frustration? not only their needs, but what frustrates them in their, reality and so on. So that is one part of my, role is really talking to client, being involved in those discussion.
The on the other part is really on the marketing side. My two main focus are improving. Or well, digital assets, digital campaigns and so on, and gathering information. So we are operating in a, like a real niche. I know a lot of people say they have a niche product. I, think with the current product, we probably have a thousand or 1500 clients in the world that we could, target to, which is. enough, but, we can find those people like very precisely and find information about those people. Most of those companies are public, so we get a lot of data that we can better understand their needs in the future. Now, what timing will they need, our solution, so on. So a lot of my, work is making sure that the team stays on track to find all the potential customers and make sure that we target them at the right timing.

Rick: Okay. And, I guess I, I would be interested personally in understanding what’s the thing that excites you the most when you go to work on a daily basis? That, there are some things that we all do that are a little bit mundane and, we have to do it. But there are some other things that it’s oh, that, okay, let me get, my headphones on. or maybe it’s speaking to someone. So you don’t have, you don’t want those on, but So is there anything like that, that on, on a. In your day that you really look forward to.

Sebastien Cloutier: I really like talking to, to customers. This is something that I, used to have a role, a previous role that I was more, more marketing oriented and less in those discussions. And this is something I really like because it it’s an ever evolving. the messaging is a very evolving the data and I really love that.
the, other part, this is, it is not, not day to day, but I really love the, The long-term planning, trying to come up with strategy. Where do we go from here and keep thinking, because we are a fast growing company, so we have to be thinking in advance like, where do we go from here? What market do we target? And so on. So I love those two aspects the most.

Rick: Got it sounds like, you are into the vision side of things, more just understanding where are we going then planning out. That’s, really cool. Okay, sweet. So we’re moving towards the back half of, the podcast here, Sebastian. So what we typically do is, we have a rapid fire segment, of, of the podcast, which is substantially, a way. Light and engaging way to ask you a few questions and, and just get a few, quick answers. Would you be ready for that?

Yeah, for sure.

Rick: All right. Let’s do it. what kind of content do you prefer? Is it, watching it, is it, reading or maybe listening?

Sebastien Cloutier: Definitely. reading is my main go-to. I, do, like listening, but reading is, I feel it’s what stays the longest. Like you do, you have a, like more in depth understanding and then you, remember for a longer time. So reading, definitely.

Rick: Alright, let’s, that’s that, theory for a second. All right. So what’s the latest book or article or whatever you read that you’ve picked up and were there any gems or ideas that really stuck with you?

Sebastien Cloutier: the, science of selling is the last book I finished. And the main idea of the book is that I think that there, I mean there are many, tools in the book that to use later, but just to, to remember that we sell as we think we should. We should sell. We sell the way we think we should be doing it and not the way we buy things. And that we should always. Keep in mind like how we are as buyers and not as sellers because we have this idea, and I think it’s so relevant in a lot of the things we do where we create a campaign, the way we think we should be addressing and not using empathy for the buyer. Aldi will react and so on. So that would be the main takeaways. But it was a really good book in terms of, concepts and also studies, around selling and campaigns and so on.

Rick: What’s the name again?

Sebastien Cloutier: The science of selling.

Rick: Science of selling. Love it. Okay, Jo, that down, Stephanie, going into my reading list, if you had a magic wand and could fix one frustrating thing in your marketing life and marketing sales life with tech, what would it be?

Sebastien Cloutier: I will probably, gathering information, like adding clear information from about the customers. I feel like it’s always very superficial and to drive. it’s a niche, it’s a niche market, so it’s really, specific application, but to really drive growth, I really.
Key information that are really tough to get. Andis are not there yet in different what is, relevant or not. So using that information into outreach, would be the magic one I would use, I would like to use. ’cause we’re drafting outreach for, the salespeople and it’s a bit of a, it’s a challenge.

Rick: I can’t imagine. okay. What’s then, maybe this is related, maybe not, but what’s one. Repetitive task that you like to put on autopilot forever.

Sebastien Cloutier: That would be, the one I just mentioned, but also, updating the campaigns, all the, discovery campaigns on Google. We also have a bit of, I, I think that’s the part I don’t like. I love the pay per click for some, reason. I love trying to figure out what are the queries and where people are going and so on.
That, I like all the discovery stuff. I, would like to for niche. we’re trying to generate what we’re trying, gen ai and it’s just not. It’s not good enough to, to our standards in some ways, and some people would argue because we cannot go at large, right? We, don’t have the benefit. We have 1500 potential clients. Yeah.
So if, let’s say a million, 2 million people, some of them are like, that doesn’t make sense and it’s fine. So that would be a kind of trying. Refining all the ads and improving, the visuals. I, would like to take that away from my, from my,

Rick: look. I’m sure that it’s gonna be a slew of. Vendors that’s gonna reach out that, they’re working on something like that. I would love

Sebastien Cloutier: to see one if they have one that is good. I would love to see it. ’cause I haven’t been convinced with the ones I saw.

Rick: There you go then. Amazing. alright. Sebastian, I want to thank you a lot for being, with us on the show today. I also wanna give you the last word. So if someone forgets everything about the interview today, what is the one thing that you should remember about the work you guys are doing at Nomadis?

Sebastien Cloutier: yeah, that would be. So if you are, if you’re managing, the travel for a large group of people and you’re looking for a solution to make your life easier, feel free to contact us.
If, also, if you are a technology provider or a service provider and you believe there’s synergy, please contact us. it’s always better to, collaborate in this, in this field.

Rick: I like that equivalent of my door is always open, right? Like even if you’re calling out to, vendors and then and service, vendors, that’s, that’s pretty cool. ’cause then, you open yourself up to opportunities to understand, what’s out there that maybe we, haven’t explored and things like that, which is pretty cool. but also, obviously potential, customers. Where can they go, if, if they wanna reach out to you personally or maybe even just checking out your website.

Sebastien Cloutier: to contact me, just go on my, LinkedIn, or just contact us through the, Nomadis.com form, the contact form. And, it’ll be my pleasure to, to respond to you.

Rick: Amazing. All right, Sebastian, again, thank you for the conversation. we really enjoyed it, on our, end and, I wish a wonderful day.

Thank you, Rick. All right. Bye everyone.