Ep 159: How to Systematize Relationship Building with Jessica Lackey
Hate sales? You're not alone. Jessica Lackey shares how to grow your business through authentic, structured relationships—no cold calls required.
In this insightful episode of Tiny Marketing, Jessica Lackey of Deeper Foundations breaks down her framework for sustainable business development called Relationship Rhythms. If you’ve ever cringed at traditional sales strategies or felt overwhelmed by outreach, this episode offers a refreshingly human—and strategic—approach to building a thriving referral and client ecosystem.
Jessica unpacks how to systematize your business relationships using a rhythm of expanding your network, deepening existing connections, and inviting people closer through specific, actionable asks. Whether you're in a season of growth or maintenance, you’ll walk away with clear steps to make business development feel natural and doable.
Jessica Lackey – Deeper Foundations
Jessica’s consultancy helps experts grow sustainably.
Book: Leaving the Casino by Jessica Lackey
A guide to building a business based on strategy—not just shiny tactics.Deeper Foundations Membership
Features weekly “Sacred Sales Hour” and implementation of Relationship Rhythms.Predictable Revenue Roadmap
Free resource outlining 5 key steps to consistent revenue.LinkedIn – Jessica Lackey
Follow Jessica on LinkedIn for smart, relationship-first business advice.Tools Mentioned:
Airtable – used to track outreach and follow-ups
Boomerang for Gmail – to automate email reminders and responses
🔗 Related Episodes
Here are a few other Tiny Marketing episodes that expand on topics covered in this conversation:
Ep 156: “Cold Outreach Is Dead: Why Relationship‑Building Matters on LinkedIn” — covers warming up on LinkedIn and avoiding pitch‑first outreach. Buzzsprout
Ep 154: “Revive Your Referrals: LinkedIn Networking for B2B Service Businesses” — focuses on building and activating a referral network for service‑based B2B businesses. Buzzsprout
Ep 57: “Cutting Short the Sales Cycle with Short‑form Video: Expert Insights with Brad Powell” — explores how short‑form video supports relationship‑building and business development. Buzzsprout
💡 Learning Takeaways
Relationship Rhythms: Build intentional systems around expanding your network, deepening relationships, and inviting engagement.
Seasonal Strategy: You don't need to be in all phases at once. Focus on what your business needs—expansion, deepening, or asking.
Specific Asks Win: Instead of vague “let me know if you can help,” make actionable requests like “can you share this in your newsletter?”
Stay in Motion, Not Overwhelmed: 5 emails a week can be enough to keep momentum in your business development.
Make the Invisible Visible: Relationship-building is labor. Systematizing it makes it sustainable—and more effective.
Give Before You Get: Add value first—spotlight others, connect them, or share their work. It builds goodwill and visibility.
Time Blocking Wins: A weekly “Sacred Sales Hour” helps make consistent outreach realistic without it consuming your week.
✅ CTA: Want to Build Your Own Relationship Rhythms?
Join the Tiny Marketing Club, where we turn ideas like Jessica's into real, repeatable systems inside your business. You'll get 1:1 support, training, and feedback on your relationship-building strategies—so you can grow your B2B service business without chasing tactics.
