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.

Timestamps

00:00 – Intro & Kristen’s background

01:03 – From Broadway to freelance writing

03:03 – Business triples during COVID

04:48 – Treating execs like peers, not titles

06:22 – Sales copy and horizontal vs vertical relationships

07:39 – Why so much outreach reads as either bragging or begging

08:09 – Creating content that matches your ICP’s level

09:47 – Executives can smell uncertainty

11:49 – Emotions in B2B aren’t optional

14:17 – Leaving a 60% revenue partnership

16:24 – Selling to enterprise life sciences

17:07 – Building trust through intros and relationships

19:33 – Owning both sides: product and sales

21:56 – The writing on the wall after 10KSB

24:45 – Kristen’s Colby profile and systems for sales
25:50 – Why process builds confidence in sales

28:07 – Trust recession and the power of a real convo

31:43 – Why life sciences felt like home

35:25 – Balancing delivery with marketing

38:18 – Doubling down on strengths with Substack
40:00 – What Kristen’s excited about next

🔑 Some Key Takeaways

Kristen Sweeney walked away from a partner driving 60% of her revenue (on purpose), “Executives can smell fear” — and Kristen shares what actually earns their respect

Links & Resources:

Website: everylittleword.co

Relationship Sales at Scale™