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
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