B2B2G Sales for Transportation Accessibility | Stephen Kuban from The Routing Company

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. 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. With relevant micro-experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on Pathmonk.com. Welcome to today’s episode! Let’s talk about today’s guest. We have Stephen from The Routing Company, head of growth with them. How are you doing today, Stephen?

Stephen Kuban: I am doing fantastic. Nice to be here, Ernesto.

Ernesto: Likewise, thank you so much for being with me. Stephen, I’m sure our listeners are tuning in, wondering what The Routing Company is all about. So let’s kick it off with that. In your own words, tell us a little bit more.

Stephen: Yeah, well, first of all, we’re pretty unique, I think. We’re operating in the B2G space, with public transit agencies as our main buyers. We deliver technology for running buses, including microtransit—kind of like Uber for buses, which has emerged in the last 5–10 years—or paratransit, which provides services for individuals who need special accessibility. The Routing Company provides the software that helps optimize these services in real time, ensuring efficiency and ease of use. We’re really focused on serving governments and public transit agencies, driven by a vision of making a difference for those who rely on these social transportation services.

Ernesto: Interesting. So, what would you say, for our listeners to get a good understanding of The Routing Company, is the key problem you solve for clients?

Stephen: Accessibility in public transit is a major issue. Many solutions for helping individuals with special needs access transit have existed for years, but they’re often costly and inefficient. Many operators use outdated systems or even spreadsheets, making it hard to manage transportation effectively. Our goal is to modernize this, allowing people who can’t easily reach a bus stop to be picked up within minutes, just like an Uber, while being responsible stewards of public funds. Efficiency and same-day responsiveness are crucial, especially for riders with accessibility needs. We’re proud to say our technology is making a difference for millions of riders.

Ernesto: That’s great to hear. And, like you mentioned, B2G-focused. What would you say is your target segment? Is there an ideal ICP for you?

Stephen: Yes, we primarily sell to public transit agencies, from larger systems like MARTA in Atlanta to smaller agencies. Our ideal client profile is a medium-sized operation—about 20–60 vehicles, which is too complex to manage manually but scalable enough to benefit significantly from our technology.

Ernesto: Great. How does someone typically find out about The Routing Company? Is there a primary acquisition channel for you?

Stephen: In public transit, the industry is close-knit. Many professionals stay in transit for decades, so community and thought leadership are key. We participate in conferences and network extensively, becoming known through community engagement. For smaller agencies that might not attend conferences, we focus on SEO, running aggressive campaigns to drive traffic to our website, where visitors can download case studies and learn about our work.

Ernesto: That’s a solid strategy. For listeners who are tuned in, they can check you out at theroutingcompany.com. What role does the website play in client acquisition?

Stephen: The website plays a dual role. First, it establishes credibility, which is essential in public transit. We ensure our messaging speaks to the nuanced language of transit officials, reinforcing our expertise. Secondly, the website helps convert credibility into pipeline by experimenting with interactive engagement tools for lead generation.

Ernesto: On that note, Stephen, are there any tools or methods you’d recommend for website lead generation?

Stephen: Yes, we’re using Storylane, an interactive demo software that allows users to experience the product firsthand. It’s a guided demo where prospects can explore our technology on their own, connected to our CRM for follow-up. It’s been very effective in providing users a hands-on feel, reducing the need for initial meetings to showcase the product.

Ernesto: That’s smart. We also have something like that on our site. Well, let’s switch gears a bit and talk about you as a leader, Stephen. As head of growth at The Routing Company, what are some key tasks you focus on daily?

Stephen: My role covers business marketing, inbounds, customer expansion, and product integration. I manage a small team, oversee performance, and also maintain my own client pipeline to lead by example. I stay closely involved in client calls and assist my team in theirs. As we’re a fully remote company, we’ve adopted an async model, reducing internal meeting time through tools like Village Labs, which condenses updates across platforms. This helps me focus more on external growth rather than internal management.

Ernesto: That’s commendable. Leading by example shows a lot to your team. So, when you do find some downtime, how do you stay updated on marketing trends and strategies?

Stephen: I’m still exploring ways to stay updated, and podcasts like this are a great resource. I’m always looking for insights specific to B2G, which can be hard to find.

Ernesto: Got it. Let’s move on to our rapid-fire questions. Are you ready?

Stephen: Let’s do it.

Ernesto: First, what’s the last book you read?

Stephen: The Hundred-Year-Old Man Who Climbed Out of the Window and Disappeared. It’s a satirical comedy that gave me a much-needed mental break.

Ernesto: A fun read is always good to recharge. Next, if there were no boundaries in technology, what’s one thing you’d like fixed for your role as a marketer?

Stephen: Generating inbounds through consultative outreach. We want people to come to us for solutions that are relevant to them. Finding the balance between personalization and content that speaks directly to individual problems would be ideal. AI might help with this soon.

Ernesto: Agreed. And if there’s one repetitive task you could automate, what would it be?

Stephen: Definitely delivering highly customized messages to prospects. Writing continuous outreach emails is time-consuming, so automating that process would be helpful. Technology is helping with this, especially with generative customizations, but automating that outreach would be my top choice.

Ernesto: Great to hear that. Lastly, with all your experience, what’s one piece of advice you’d give your younger self if you were starting as a marketer?

Stephen: Two things: hire and invest in the right people, and listen to clients. I can’t overstate the mistakes I made by not investing enough in hiring and developing people. Also, talk less and listen more. Have the empathy to understand client issues. As a younger person, I ignored that, but I learned through experience. Hire, invest in people, and listen to clients—two key pieces of advice.

Ernesto: Great advice, not just for yourself but for everyone. Stephen, we’re coming to the end of the show. Before we wrap up, if listeners remember only one thing from this interview, what should it be about The Routing Company?

Stephen: We have a vision to transform accessibility and equity in public transportation. It’s a long road, but we’re positioned to make public transit a more attractive option for all riders.

Ernesto: Love that. Listeners, check them out at theroutingcompany.com, powering flexible, efficient, and convenient transit. Stephen, thank you for joining us, and thank you to our listeners. I look forward to the next episode of Pathmonk Presents. Thanks a lot, Stephen.

Stephen: Thank you, Ernesto. Thanks for having me.