Sales Playbook from Pierre Fertout, Chief Sales Officer @Weglot
About Pierre
Pierre Fertout leads Sales at Weglot, a fast-growing web translation startup serving 70,000+ global customers. With a background in engineering and prior experience at CoachHub, Pierre is now building Weglot's outbound muscle, combining experimentation, partner plays, and sharp AI workflows.
Outbound is still new at Weglot: until recently, 100% of pipeline came from inbound. But in just a few months, Pierre's early outbound efforts have landed high-value logos, sparked scalable reseller deals, and begun shaping a repeatable process, supported by agency Scalability and tools like Clay, GPT, and lemlist.
10+ years of XP as B2B tech sales leader
Proudest Achievement
Closed a high-value deal with Auchan through signal-based outreach—"perfect timing" triggered by website analysis and personalized messaging.
About Weglot
Weglot instantly turns any website into a fully translated, SEO-ready, multilingual experience, zero code, zero developer time.
ICP & persona:
- Mid-size companies (2,000–3,000 employees) with international presence
- Roles: Marketing, Digital, Localization
- Agnostic of industry
Deal size & sales cycle:
- €25,000 average ARR
- ~3–4 month sales cycle (shorter for inbound)
Team setup:
- 3 full-stack AEs (2 inbound vs 1 outbound)
- 1 CSM, 1 Partnerships Manager, 1 SE
- New outbound AE joining full-time in Q4 2025
Tools used
lemlist, Clay, HubSpot, GPTs, Perplexity, Mojo, Claap
Outbound target:
- 4,000 prospects contacted each month
- 40 meetings/month (i.e. 1% interest rate)
- Reply rate: ~2–5%
- Conversion rate (meeting → opp): 30–40%
"We don't chase opens. We track replies and meetings. That's what matters."
Lead sourcing and qualification
Pierre and Scalability defined 58 intent-based signals to identify high-potential prospects.
These include:
Top-performing signals
- High traffic from international regions with no translated website (e.g. 20% traffic from Germany, no German site)
- Change in CMS (e.g. switching from WordPress to Shopify)
- Job openings in localization teams
- Following Weglot customers or competitors on LinkedIn
- Website shows signs of scaling but lacks multilingual support
If I see 20,000 monthly visitors from Germany and no German version of the site, that’s a clear opportunity.
Data sources used
- LinkedIn, Sales Navigator
- SimilarWeb, Ahrefs
- Apollo, Clay, lemlist enrichment
- HubSpot sync with customer lists to exclude existing users
We score leads not just on fit—but on current context. That’s how we prioritize.
Unique strengths & differentiators
1. Signal-first targeting
Rather than guess fit, Pierre uses deep signals like CMS changes, language gaps, and team hiring to trigger campaigns. These aren’t theoretical—they’re sourced and ranked before outreach starts.
Fundraising is overused. Signals like localization hiring or CMS migration are gold.
2. AI-powered prep & personalization
Pierre built multiple GPTs for:
- Pre-call research
- ABM profiling
- Proposal drafting
- Post-demo follow-up sequences (1 week to 12 months)
Before a meeting, I just enter the prospect’s name and domain, and GPT gives me a full prep sheet in seconds.
He also uses Mojo to auto-generate follow-up email sequences from call recordings.
3. Partnership-powered outbound
Pierre doesn't rely solely on SDR motion. Weglot also runs outbound via:
- Partnership campaigns with resellers and localization agencies
- Bundled sales plays where Weglot is embedded in larger offers
A recent win: major reseller Aptegi closed after a tailored business case.
If you can’t go direct, go through someone who already has trust. Partnerships scale differently.
Dissecting success stories
- Target: Head of Digital at a major retailer (Luxembourg region)
- Signals used: Missing local language, regional presence, news alert
- Channel: Multi-touch: 3 emails + LinkedIn
- Outcome: Meeting booked after 3rd touch
- Why it worked: Timing + high signal match + triangulated personalization
She told me, ‘I never reply to cold emails—but yours hit exactly at the right moment.’
Templates & resources
Favorite intro email snippet
Subject : 20% of your traffic comes from Germany
Hi [First Name],
Noticed your site gets significant traffic from Germany, but there’s no German version yet.
With Weglot, you could go multilingual in 2 clicks—no dev needed.
Here if you'd like a quick walkthrough.
Best,
Pierre
✅ Prompt-driven AI plays
- ABM GPT to prep per-account messaging
- RFP GPT to auto-complete vendor questionnaires
- Post-demo GPT to sequence nurturing emails
I even use AI to adapt tone based on DISC personality. Everyone gets a different flavor.
Steal & apply these 5 moves from Pierre’s playbook today!
- Use signals that aren’t overplayed (e.g. job changes, CMS migration, website gaps)
- Personalize to the person, not just the company (same school, job style, DISC type)
- Build a GPT for pre-call prep — saves time and improves meetings
- Use your agency’s learnings — Scalability brought pre-tested sequences and better deliverability
- Warm up all touchpoints — reference emails in LinkedIn, and vice versa
Outbound isn’t magic. It’s just rigor, signals, and showing up in a smart way.