About this episode
In this episode, I sat down with Kristen Sweeney, the founder of Every Little Word — a boutique content and communications agency that’s laser-focused on helping complex B2B orgs share what they actually know in ways that actually work. We got into the nitty-gritty of what it means to build trust with subject matter experts, why most B2B content is fundamentally broken, and how Kristen made a huge decision to walk away from a partner that was 60% of her business. Timestamps00:00 – Intro & Kristen’s background01:03 – From Broadway to freelance writing03:03 – Business triples during COVID04:48 – Treating execs like peers, not titles06:22 – Sales copy and horizontal vs vertical relationships07:39 – Why so much outreach reads as either bragging or begging08:09 – Creating content that matches your ICP’s level09:47 – Executives can smell uncertainty11:49 – Emotions in B2B aren’t optional14:17 – Leaving a 60% revenue partnership16:24 – Selling to enterprise life sciences17:07 – Building trust through intros and relationships19:33 – Owning both sides: product and sales21:56 – The writing on the wall after 10KSB24:45 – Kristen’s Colby profile and systems for sales25:50 – Why process builds confidence in sales28:07 – Trust recession and the power of a real convo31:43 – Why life sciences felt like home35:25 – Balancing delivery with marketing38:18 – Doubling down on strengths with Substack40:00 – What Kristen’s excited about next🔑 Some Key TakeawaysKristen Sweeney walked away from a partner driving 60% of her revenue (on purpose), “Executives can smell fear” — and Kristen shares what actually earns their respectLinks & Resources:Website: everylittleword.coRelationship Sales at Scale™
