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.
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10+ years of XP as B2B tech sales leader
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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
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%
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"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
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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
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We score leads not just on fit—but on current context. That’s how we prioritize.
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
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She told me, ‘I never reply to cold emails—but yours hit exactly at the right moment.’
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
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
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Outbound isn’t magic. It’s just rigor, signals, and showing up in a smart way.