CMO at Crisp IM

Helping post-PMF SaaS Founders with low to no inbound marketing skills to scale their operations. Interested? Hit "follow me" button 🫶

Former developper, I've moved on to the "other side" while learning marketing and business in a French Business School.

Thanks to multi-disciplinary skills, I'm able to work on the whole customer lifecycle to build sustainable growth. 

Passioned for innovation and entrepreneurship, I'm helping SMBs to change the way they create multichannel customer support experiences with their users at Crisp, a leading solution in the customer support industry over the world.

Join me here too: https://twitter.com/Ant0ine_Gt

Antoine GORET

Wrapping up my 7th year at Crisp and more than ever, this has been a challenging one, yet full of learnings and failures, below is my very true recap of 2025 👇 ⬇️ 

At first, lets' talk about failures:
- Invested another round of money at PrestaShop for marketing actions, it didn't pay off even though I really wanted it to work.
- Designed an account creation flow that mades teammates invites mandatory, believing it would enhance activation and retention. Long story, short : it didn't 😅
- We failed at growing our partners network
- Invested in technological partnership to discover this same partner was building the same product we offer, leveraging the API a competitor was providing

And many more. 

But also even more success:
- Revamped the onboarding steps through a gamified set of action to be completed by triailing users
- Revamped the onboarding email sequences to focus on both inactive and active users
- Got the new Crisp website to new heights either in terms of trafic and conversions
- Successfully made out of Crisp one of the most recognized brand over AI generative engines
- Launched a dedicated webinar with one of the most popular french e-commerce agency (kudoz Axome - Brand & Tech Agency | Groupe EDG) and a common customer
- Tracked churn & monthly revenue even more precisely than ever before
- Revamped the upselling and downselling process within Crisp to reach new eights in terms of new business from existing customers while reducing churn (still WIP tbh)
- Gathered 130 people to talk about growth strategies over a day with Growth Nantes
- Launched MANY MANY MANY AB tests to discover that the lightest the better when it comes to conversion on a LP.
- Understood that page structure matters as much as content itself when willing to rank on very highly competitive requests

And many other amazing cool things ❗❗ ❗  

We're setting up 2026 with no break at Crisp. 

In the next few weeks, maybe one of the biggest update ever for us to be announced.

Stay tuned

----
Personnaly, I did my first triathlon in 2h47 and was super proud of it, never did bikes for more than 20 km before, didn't even own one in April 2025, didn't swim more than 500m for 15 years ... I love it so much that I'm now part of TRIATHLON CLUB NANTAIS and eager to do more of them!

I'm already planning one with Valentine Sauda 🥊, who else is joining?

Happy new year folks, take care

Antoine  GORET

Sharing open thoughts and reflexion about how I've managed to take decisions upon things we learned fighting churn in 2025. ⬇️

Eugene Ernoult

Co-Founder and Chief Marketing Officer

Chief Marketing Officer

No-code translation software to make your website multilingual in minutes.

Weglot helps website owners translate and display their site in multiple languages in minutes. No duplicate websites, no spreadsheets, no code needed. 

Manage the translation of your website in days not months with a first layer of machine translation for speed and automation, then use Weglot’s post-editing features to control the quality of your translations internally or with the help of pro translators.

Weglot is powering 60,000+ multilingual websites around the world. Some of our customers include Microsoft, Spotify, Steve Madden, Murad, Crabtree & Evelyn and Volcom.

The fastest way to fail in Spain 🇪🇸 ? Treating it like an extension of France (or Italy, or Portugal).

At Weglot, we often see founders make the same mistake: assuming "Southern Europe" is a single market and that English is sufficient to close deals in Madrid or Barcelona.

On January 27, we’re breaking down exactly how to crack the Spanish market at Next Market Live #2.

I’m thrilled to moderate sessions featuring leaders from Malt, PayFit, Pleo, Ringover ES, Lucca, Fleet, ...

We are going deep on:

 • Trust: How to look local from Day 1

 • Traction: Moving beyond your first 10 customers

 • Scale: When (and how) to layer in more channels

If you're expanding to Spain (or thinking about it), don't guess. Come steal the playbooks that worked!

Whether you join us in Paris or on the live stream, you’ll leave with a roadmap, not just theories.

Sign up link in comments 👇

Next Market Live #2 Spain agenda

Weglot helps 45,000 businesses get found online, in multiple languages.

But even with the right tool, going international is 𝘩𝘢𝘳𝘥.

If international expansion is on your 2026 roadmap, I shared some honest lessons (and early mistakes) we see every day with our customers on the Le café du market' podcast, focused on that tricky “phase 1” of global growth.

👉 Signs to watch before entering a new market
👉 Key prerequisites before even thinking international
👉 Mistakes we see (almost) every time

The episode’s in French, but if you want an English version, just say the word. Pretty sure Axel’s English is flawless 😍

Fondateur du Café du market', la communauté des marketeurs B2B | Podcast & Newsletter

L'international, c'est toujours pour "plus tard".

Mais quand "plus tard" devient "jamais", on passe à côté d'une vraie opportunité de croissance.

Dans ce premier épisode de 2026 (bonne année à tous 🥳), je reçois Eugene Ernoult, CMO chez Weglot, pour parler d’un sujet aussi passionnant que complexe : l’internationalisation.

Eugène partage les coulisses du programme Go Global, un accélérateur créé par Weglot pour aider 7 entreprises à tester un marché étranger… en 3 mois chrono.

Ensemble, on a parlé :

👉 Des signaux à surveiller avant de se lancer dans un nouveau pays
👉 Des prérequis à valider pour envisager l'international
👉 Des erreurs qu’on retrouve (presque) systématiquement
👉 De comment Weglot utilise ce programme comme levier de notoriété
👉 Et même… d’une collaboration avec Blaise Matuidi

Un épisode très concret pour toutes les boîtes B2B qui se demandent quand et comment franchir les frontières.

A écouter ici : https://lnkd.in/d5wUDHYq

Bon épisode ☕

Le café du market' est soutenu par Heeet, la plateforme de Marketing Intelligence qui mesure l’impact réel du marketing sur le revenu !

Spain 🇪🇸 is not a "cheap hiring hub" anymore.
It's a strategic growth market. If you approach it the right way 👇

Over the past months, we've had dozens of conversations with B2B teams eyeing Spain for their next expansion.

The question that keeps coming back isn't "𝘚𝘩𝘰𝘶𝘭𝘥 𝘸𝘦 𝘨𝘰?"

It's "𝘞𝘩𝘺 𝘥𝘪𝘥 𝘪𝘵 𝘸𝘰𝘳𝘬 𝘧𝘰𝘳 𝘴𝘰𝘮𝘦 𝘢𝘯𝘥 𝘤𝘰𝘮𝘱𝘭𝘦𝘵𝘦𝘭𝘺 𝘧𝘢𝘪𝘭 𝘧𝘰𝘳 𝘰𝘵𝘩𝘦𝘳𝘴?"

A few recurring lessons stand out:

- 𝗦𝗽𝗮𝗶𝗻 𝗶𝘀 𝗻𝗼𝘁 𝗮 𝗺𝗼𝗻𝗼𝗹𝗶𝘁𝗵𝗶𝗰 𝗺𝗮𝗿𝗸𝗲𝘁. Madrid, Catalonia, the Basque Country or Andalusia operate very differently.

- 𝗧𝗿𝘂𝘀𝘁 𝗰𝗼𝗺𝗲𝘀 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁. In B2B, deals are often signed with people, not decks.

- 𝗟𝗼𝗰𝗮𝗹 𝗽𝗿𝗼𝗼𝗳 𝗺𝗮𝘁𝘁𝗲𝗿𝘀. Strong features don’t compensate for a lack of Spanish customer references.

- 𝗧𝗿𝗮𝗻𝘀𝗹𝗮𝘁𝗶𝗼𝗻 𝗶𝘀 𝘁𝗮𝗯𝗹𝗲 𝘀𝘁𝗮𝗸𝗲𝘀. Localization (messaging, cases, channels, support…) is where adoption really happens.

- International expansion only works when 𝗛𝗤 𝗮𝗻𝗱 𝗹𝗼𝗰𝗮𝗹 𝘁𝗲𝗮𝗺𝘀 𝗮𝗿𝗲 𝗳𝘂𝗹𝗹𝘆 𝗮𝗹𝗶𝗴𝗻𝗲𝗱. Otherwise, you create silos, not growth.

Spain rewards teams that take the time to listen, adapt, and build credibility, not those who copy-paste a French or UK playbook.

That’s exactly why we designed 𝗡𝗲𝘅𝘁 𝗠𝗮𝗿𝗸𝗲𝘁 𝗟𝗶𝘃𝗲 - 𝗦𝗽𝗮𝗶𝗻 𝗘𝗱𝗶𝘁𝗶𝗼𝗻 as a 𝘳𝘦𝘢𝘭𝘪𝘵𝘺 𝘤𝘩𝘦𝘤𝘬.

On January 27, we’ll spend a half-day unpacking, how the Spanish market really works today, what early go-to-market execution looks like on the ground, and what actually drives traction once you’re live

No theory. No shortcuts. Just concrete learnings from the field.

If Spain is on your 2026 roadmap, this one’s for you.

👉 Link to the event in comments

Untranslated websites are invisible to AI search. And when you’re missing, Google doesn’t wait. It translates your content and captures the traffic.

That’s the short version of a couple of analyses we’ve been running at Weglot on how Google AI Overviews and ChatGPT behave across languages.

Here’s what stood out 👇

📊 𝗧𝗿𝗮𝗻𝘀𝗹𝗮𝘁𝗶𝗼𝗻 = 𝘂𝗽 𝘁𝗼 +𝟯𝟮𝟳% 𝗔𝗜 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆

Translated sites get cited far more often.

Bonus effect: multilingual websites also get more citations in their original language (+24%).

🌍 𝗚𝗼𝗼𝗴𝗹𝗲 𝘁𝗿𝗮𝗻𝘀𝗹𝗮𝘁𝗲𝘀 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗶𝗳 𝘆𝗼𝘂 𝗱𝗼𝗻’𝘁

We ran a test in Poland. Across 60 business queries in English vs Polish, when Polish content was limited, Google AI Overviews translated English sources to fill the gap.

This happened in 8% of cases overall and 17% for tech queries.

As soon as enough local content exists, this behavior disappears.

💡 𝗧𝗵𝗲 𝗽𝗮𝘁𝘁𝗲𝗿𝗻

Google prioritizes the query language first.

If quality localized content exists, it gets cited.

If not, Google translates English sources.

If you’re already localized, you skip the line. If not, someone else gets cited instead of you.

𝗖𝗵𝗲𝗿𝗿𝘆 𝗼𝗻 𝘁𝗵𝗲 𝗰𝗮𝗸𝗲?

We’re moving from SEO to GEO.

Citation matters more than ranking.

And citation starts with language.

Big thanks to Elizabeth and Paul for running these data analyses 🙌

More to come, so follow me if international GEO is a topic you care about.

What should be our next data analysis? Let me know in the comments!

AI answers are way less consistent than you think.

Kevin Indig just dropped another killer article on AI visibility, and it challenges a lot of what we've been hearing 👇

If you're trying to cut through the GEO myths flying around LinkedIn right now, this one's essential.

Here's what I found the most interesting:

📊 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝗶𝘀 𝗮 𝗺𝘆𝘁𝗵
Run the same prompt 5 times? Only 20% of brands show up consistently across all answers.

LLMs are way more volatile than we thought. Your "visibility" might just be luck on any given day.

✍️ 𝗧𝗵𝗲 "𝗰𝗼𝗻𝗰𝗶𝘀𝗲 𝗳𝗮𝗰𝘁𝘀" 𝗮𝗱𝘃𝗶𝗰𝗲? 𝗣𝗿𝗼𝗯𝗮𝗯𝗹𝘆 𝘄𝗿𝗼𝗻𝗴
Everyone says "AI loves short, factual answers."

A recent research found the opposite: longer descriptions with persuasive tone and strategic fluff (yes, 𝘧𝘭𝘶𝘧𝘧) performed better.

Turns out, AI isn't just regurgitating facts. It's being persuaded.

📈 𝗙𝗮𝗰𝘁𝘂𝗮𝗹 𝗱𝗲𝗻𝘀𝗶𝘁𝘆 𝘄𝗼𝗿𝗸𝘀 (𝗯𝘂𝘁 𝗺𝗮𝘆𝗯𝗲 𝗻𝗼𝘁 𝗵𝗼𝘄 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸)
Adding citations, stats, and quotes boosted visibility by ~40%.

But it's not just about cramming numbers in. It's about making your content feel authoritative and credible to the model.

𝗧𝗵𝗲 𝗯𝗶𝗴 𝗹𝗲𝘀𝘀𝗼𝗻?
We're all still figuring this out. Anyone selling you a "guaranteed GEO playbook" is lying.

The smartest move right now? Test, track trends, stay skeptical of silver bullets. At least, that's what we're doing at Weglot 😅 

Link to Kevin's article in comments, highly recommend the read.

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The Battle

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