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.
Closed a high-value deal with Auchan through signal-based outreach—"perfect timing" triggered by website analysis and personalized messaging.
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
KPIs
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 & qualification
Ajouter ici le tableau excel des signals
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."
Outreach strategy & sequences
Every touchpoint is intentional, personalized, and part of a connected story.
🔁 Sequence structure
3 cold emails:
- Intro – short, signal-driven hook (e.g. "20% of traffic from Germany, no German site?")
- Follow-up – "Did you see my last email?" + 1 new insight
- Final bump – one-liner recap with clear CTA
3 LinkedIn touches:
- Profile view + connect (no message)
- DM referencing email ("Sent you a quick note via email—was this relevant?")
- Follow-up message or voice note (depending on engagement)
"We don’t pitch five times—we build context. Each step references the last. That’s how we feel human."
🌍 Geo-based variations
- In EMEA, LinkedIn often outperforms email. During the first month, their best campaigns ran LinkedIn-only.
- In other regions, email leads with better results.
"It’s not one-size-fits-all. We test by region, adapt fast, and double down on what works."
🧠 Personalization tactics
Pierre’s team uses layered personalization: from macro signals to micro cues that connect 1:1.
1. Signal-based company insights
- Language gaps on the website
- CMS changes
- Localization hiring or job posts
- Follows competitors or Weglot clients
- High traffic in new markets
2. Human-level cues
- Same school or background (e.g., ESSEC)
- Former employers in common
- Role-specific pain points (based on LinkedIn activity or past experience)
"I always use the school connection. Even if the email is mid, they reply."
🧩 DISC-style copy personalization
Pierre tailors tone and structure based on how the prospect thinks and communicates—what he refers to as a “DISC-inspired approach.” His key insight: some people want logic, others want simplicity. Customize accordingly.
Here’s how he adapts:
“I’m a ‘D’. To sell to me: one sentence of context, three bullets, one CTA. That’s it. But others need more proof, or a friendly tone. AI helps us get the balance right.”
Pierre even uses GPT prompts to adjust tone based on DISC-like assumptions from someone's LinkedIn profile, industry, or writing style.
🤖 Tools to scale personalization
Pierre doesn't do this alone. Here’s how his tech stack supports this approach:
- Clay – Enriches data, auto-generates signals (e.g. website gaps, CMS, job posts)
- Lemlist – Injects dynamic variables & sequence logic
- Custom GPTs – Generate personalized email drafts, suggest DISC tone, auto-analyze websites
- Mojo – Post-call follow-up sequence generation (weeks to months)
“If I don’t know how to use a tool like Clay, I hire someone who does. Because great personalization at scale is a competitive advantage.”
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."
- 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
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."
- 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."
