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.

Connect with Lora on LinkedIn HERE.

Think you'd be a great guest on the show? Apply HERE.