The Category Leaders Podcast is where B2B executives and innovators step into the spotlight. Each week, host Eli Igra Serfaty interviews leaders who are driving change in their industries—those who believe in building trust, credibility, and legacy while shaping conversations that matter.
11 - Marketing Co-Pilots and Smaller Ponds: How Startups Can Win Big by Focusing Small with Lora Kratchounova
In this episode of Category Leaders, your host Eli Igra Sefarty interviews Lora Kratchounova, founder and CEO of Scratch Marketing, a B2B tech marketing agency. Lora shares her journey from corporate marketing to founding her agency in 2009, driven by frustration with single-service agencies. She discusses integrated marketing strategies for startups, emphasizing proper diagnosis, positioning, and segmentation. Key topics include LinkedIn's critical role in B2B go-to-market strategies, building trust with buyers, and the importance of targeting smaller, specific market segments before scaling. Lora also highlights emerging trends, particularly physical AI, and shares mentoring insights from her work with Techstars and other innovation hubs.
Check out Lora's work HERE (https://scratchmm.com/).
Connect with Lora on LinkedIn HERE (https://www.linkedin.com/in/scratch/).
Think you'd be a great guest on the show? Apply HERE (https://categoryleaders.team-maia.com/podcast-guest).
20 Apr 2026
10 - Beyond AI: Why Grit and Human Connection Still Win in Sales Development with Gabe Lullo
In this episode of Category Leaders, your host Eli Igra Sefarty interviews Gabe Lullo, CEO of outsourced SDR agency Alleyoop.
Gabe shares his journey from selling t-shirts at age 11 to training over 8,000 salespeople. He discusses what separates top SDRs, grit and burning desire, and addresses AI's role in sales, arguing it amplifies rather than replaces human connection. Gabe emphasizes content creation, video outreach, and employee personal branding as modern sales essentials. He also advises companies with fewer than 10 SDRs to outsource, and encourages listeners to embrace discomfort by authentically showing up on LinkedIn.
Check out Gabe's work HERE (alleyoop.io).
Connect with Gabe on LinkedIn HERE (https://www.linkedin.com/in/lullo/).
Think you'd be a great guest on the show? Apply HERE (https://categoryleaders.team-maia.com/podcast-guest).
13 Apr 2026
9 - Navigating the Human Side of Leadership: Empathy, AI, and Team Dynamics with Ashley Herd
In this episode of Category Leaders, your host Eli Igra Serfaty speaks with Ashley Herd, founder of Manager Method and author of The Manager Method.
Ashley shares her diverse career journey and introduces management style analogies, "tight jeans," "oversized sweatpants," and "cozy joggers", to illustrate the importance of balanced leadership. She emphasizes empathy, one-on-one meetings, and recognizing employees' personal lives. The conversation also tackles AI integration challenges, highlighting the disconnect between leadership messaging and employee experience, and the need for open, structured dialogue to foster responsible innovation.
Check out Ashley's work HERE (www.managermethod.com).
Check out Ashley's book, The Manager Method, HERE (https://www.managermethod.com/book).
Connect with Ashley on LinkedIn HERE (https://www.linkedin.com/in/ashleyherd/).
Think you'd be a great guest on the show? Apply HERE (https://categoryleaders.team-maia.com/podcast-guest).
9 Mar 2026
8 - Redefining Entrepreneurship: Why Buying Beats Building from Scratch with Chat Joglekar
In this episode of Category Leaders, your host Eli Iga Sefarty interviews Chat Joglekar, Co-Founder and CEO of Baton.
Chat discusses his journey from building major tech businesses to launching Baton, a platform dubbed the "Zillow for small businesses." He explains how Baton uses technology to deliver fast, affordable business valuations and connects buyers and sellers with advisory support. The conversation covers the challenges of selling small businesses, the rise of acquisition entrepreneurship, and Baton’s mission to bring transparency and efficiency to the $10 trillion small business market. Chat also shares personal insights on entrepreneurship and Baton’s future vision.
Check out Chat's work HERE (batonmarket.com).
Connect with Chat on LinkedIn HERE (https://www.linkedin.com/in/joglekar/).
Think you'd be a great guest on the show? Apply HERE (https://categoryleaders.team-maia.com/podcast-guest).
2 Mar 2026
7 - The Best Strategies for Building Market Eminence Beyond Thought Leadership with David Newman
In this episode of Category Leaders, host Eli Igra Sefarty and guest David Newman, author of Market Eminence, explore how B2B founders can achieve true market eminence, not just visibility or thought leadership.
David explains the importance of targeted visibility, deep audience respect, and strong brand differentiation. He critiques generic "how-to" content, urging founders to focus on insight-driven, belief-shifting, and future-focused content. The discussion also covers the value of repelling poor-fit clients, listening to "customer refugees," and prioritizing client retention through long-term partnerships. David shares actionable advice and resources for building a standout, trusted brand.
Check out David's work HERE (https://doitmarketing.com/).
Check out David's books, like Market Eminence, HERE (https://doitmarketing.com/books?_gl=1*tn4wr*_gcl_au*MTA0NjQyNTQ0OS4xNzcyMTA4MDIw).
Connect with David on LinkedIn HERE (https://www.linkedin.com/in/davidjnewman).
Think you'd be a great guest on the show? Apply HERE (https://categoryleaders.team-maia.com/podcast-guest).
23 Feb 2026
6 - Mastering Brand Transformation: Aligning Strategy, Visibility, and Growth with Robert Laplante
In this episode of Category Leaders, host Eli Igra Serfaty interviews Robert Laplante, Founder and CEO of Workshop Built, about the vital connection between brand transformation and business growth.
They discuss Robert’s journey, the importance of aligning brand and business strategy, and the challenges of organizational alignment. The conversation covers simplifying brand concepts, executive visibility, measuring brand ROI, and the emotional aspects of branding. Robert emphasizes that brand and product must work together, and that clear, actionable brand strategies drive lasting success. Listeners are encouraged to connect with Robert for further insights on effective brand transformation.
Check out Robert's work at Workshop Built HERE (www.workshopbuilt.com).
Connect with Robert on LinkedIn HERE (https://www.linkedin.com/in/robertlaplante).
Think you'd be a great guest on the show? Apply HERE (https://categoryleaders.team-maia.com/podcast-guest).
26 Jan 2026
5 - Overcoming Challenges and Embracing Change in the Field Service Industry with Draven McConville
In this episode of Category Leaders, your host Eli Igra Serfaty hosts Draven McConville, Founder and CEO of Klipboard.io.
Draven discusses founding and rebranding Klipboard.io, overcoming challenges like Brexit and COVID-19, and the company’s growth and evolution. Draven highlights the importance of strong branding, the rapidly changing AI landscape, and future innovations such as advanced AI integration. Draven also invites listeners to connect on LinkedIn and explore Kilpboard.io online.
Check out Draven's website HERE (dravenmcconville.com).
Check out Klipboard.io HERE (Klipboard.io).
Connect with Draven on LinkedIn HERE (https://www.linkedin.com/in/draven-mcconville-79a93320/).
Think you'd be a great guest on the show? Apply HERE (https://categoryleaders.team-maia.com/podcast-guest).
19 Jan 2026
4 - Trust and Growth for Challenger Brands: Navigating Today’s Public Relations Landscape with Matt Kovacs
In this episode of Category Leaders, the host Eli interviews Matt Kovacs, President of Blaze PR.
Matt shares his journey from retail marketing to leading a PR agency focused on challenger brands. The conversation covers the evolution of PR, its integration with marketing, the impact of AI, and the importance of authentic storytelling and executive thought leadership. Matt also emphasizes collaboration between agencies, building trust through consistent messaging, and the enduring value of human connection. The episode highlights Blaze PR’s strategies for helping brands grow, adapt, and thrive in today’s dynamic media landscape
Check out Matt's work HERE (https://blazepr.com/).
Connect with Matt on LinkedIn HERE (https://www.linkedin.com/in/mattjkovacs/).
Think you'd be a great guest on the show? Apply HERE (https://categoryleaders.team-maia.com/podcast-guest).
12 Jan 2026
3 - AI Solutions: Why Waiting for the Perfect Moment is Like Waiting for a Unicorn with Shay Levi
In this episode of Category Leaders, your host Eli Igra Serfaty interviews Shay Levi. Shay is the CEO and Co-founder of Unframe AI and shares his entrepreneurial journey from founding NoName Security to building Unframe AI, a company enabling enterprises to rapidly adopt tailored AI solutions.
Shay also discusses the challenges of enterprise AI adoption, Unframe AI’s unique try-before-you-buy model, and the importance of bridging AI technology with real business impact. He also offers practical advice for aspiring founders, emphasizing the value of building a strong team and seeking guidance from experienced entrepreneurs. The episode, hosted by Eli, highlights Unframe AI’s balanced growth strategy and vision for the future of enterprise AI.
Check out Shay's work HERE (www.unframe.ai).
Connect with Shay on LinkedIn HERE (https://www.linkedin.com/in/shaylevi2/).
Think you'd be a great guest on the show? Apply HERE (https://categoryleaders.team-maia.com/podcast-guest).
6 Jan 2026TRANSCRIPT
2 - From Startups to Giants: Pillars for Effective Leadership with Jim Carlough
In this episode of Category Leaders, your host Eli Igra Serfaty interviews Jim Carlough, leadership expert and author of The Six Pillars of Effective Leadership. Jim shares pivotal moments from his career, emphasizing the importance of integrity, empathy, compassion, stability, focus, and humor in building high-performing teams.
He discusses the critical role of trust in leadership and sales, common challenges for new managers, and offers practical advice for fostering transparency and connection. The conversation highlights how these leadership principles apply universally, both in business and personal life.
Check out Jim's work HERE (https://www.jimcarlough.com).
Connect with Jim on LinkedIn HERE (https://www.LinkedIn.com/in/jimcarlough).
Check out Jim's book, The Six Pillars of Effective Leadership, HERE (https://books.by/jimcarlough).
Think you'd be a great guest on the show? Apply HERE (https://categoryleaders.team-maia.com/podcast-guest).
10 Nov 2025
1 - The LinkedIn Evolution: From Recruiting Platform to B2B Growth Powerhouse with Eli Igra Serfaty
In the inaugural episode of The Category Leaders Podcast, Josh Elledge of UpMyInfluence speaks to Eli Igra Serfaty, the Co-Founder & CEO at MAIA Digital and creator and host of the show.
Eli shares the podcast’s mission: spotlighting executives and innovators shaping B2B growth, with a focus on leveraging LinkedIn. They discuss what defines a “category leader,” the evolution of LinkedIn from a hiring tool to a growth engine, and the importance of building a strong online presence. Eli also shares insights about the agency, MAIA Digital, which specializes in LinkedIn strategies. Eli also expresses a desire to have meaningful interviews with ambitious B2B leaders across various industries.
Check out Eli's work at MAIA Digital HERE (https://team-maia.com/).
Connect with Eli on LinkedIn HERE (https://www.linkedin.com/in/eli-igra-serfaty/).
Think you'd be a great guest on the show? Apply HERE (https://categoryleaders.team-maia.com/podcast-guest).
Inside a recent episode
2 - From Startups to Giants: Pillars for Effective Leadership with Jim Carlough
Published 6 Jan 2026 · Transcript excerpt
[…] One of the number one reasons people quit their job is because they don't trust leadership and they don't trust their manager. And SHRM, the Society for Human Resources, did a study and they listed the top 10 reasons. And seven of the top 10 reasons all have to do with the leader. And the cost to replace an employee is anywhere from one time or two times salary of the person who leaves. So let's take, for example, I'm going to use round numbers because I like simple math because I'm not a math major. But if you have a 500 person company and 50 people leave and the salary and benefits add up to $100,000, it's going to cost you two times that salary or $200,000 to replace that employee, get the person trained to get the productivity back to what you lost when they walked out the door. […]
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