Why the call is in the local language
We have placed more than 1.1 million cold dials for logistics, procurement and supply chain software vendors across eight markets and six languages. Where the same company's list was split between local-language and English calling, the local-language side connected roughly twice as often.
Written in the language, not translated into it
Our callers are fluent speakers, recruited for language proficiency and domain knowledge. Email campaigns are written in each language by fluent copywriters, not translated from English. The call scripts follow the same rule: they are written for the market, and they deal with the objections buyers in that market raise.
Job titles need the same care. In France a Directeur is a decision-maker, a Responsable is mid-level and a Chef is a line manager, and an English "VP" filter catches a Chef as often as a Directeur. Lists built that way can aim at the wrong tier before anyone dials. Our buyer lists are picked from the text of the job title, at Manager level and above.
How the Alpega programme ran in six languages
ICP per market
Ideal customers mapped market by market, with VP and Director level contacts built into targeted lists.
Callers for each language
Fluent callers recruited for English, German, French, Italian, Spanish and Portuguese, and trained on the product, the competition and the buyer pain points.
Market-specific scripts
Scripts addressed local buying patterns and objections, and were tested and iterated within the first two weeks of live calling.
Calls and email together
200+ dials a day across the six markets plus email sequences. Every conversation was handled by a person.
Weekly optimisation
Callers were scaled up in the markets that performed.
The result was 80+ qualified demos a month by month three. The full story is in the Alpega case study.
Results from multilingual programmes
Alpega Group
English, German, French, Italian, Spanish and Portuguese. From no outbound to 80+ qualified demos a month, live within two weeks.
Easy4Pro
DACH, France, Spain and LATAM. First meeting booked within 14 days, then 20-30 qualified demos a month.
Mintec by Expana
UK, DACH, France and Benelux with English, French and German callers. 30+ qualified demos a month, first meetings within 10 days of launch.
Questions we get asked
Why not just call everyone in English?
Because it costs connects. In our split-list test the local-language side connected roughly twice as often as the English side. The data is in our connect rate analysis.
Which languages do you cover?
English, French, German, Spanish, Italian and Portuguese. Primary coverage is Europe and the US.
How fluent are your callers, and who writes the scripts?
Callers are fluent speakers recruited for language proficiency and domain knowledge. Scripts and email copy are written in each language by fluent writers, not translated from English.
How do you avoid calling the wrong seniority in another language?
Buyer lists are picked from the text of the job title, at Manager level and above, so the title conventions of each market are read in that language. A French Directeur and a Chef are not the same person.
How fast can a multilingual programme start?
Alpega's six-market programme was live within two weeks. Typically lists and email are built in week one, calling is live by week two and the first qualified meetings land by week three.