Is Flat The New Up? Finding Engagement in the Current Market


In the face of economic uncertainty, some companies are coming to a tough realization: holding steady might be a more realistic goal than finding growth.

Iron Horse CEO Uzair Dada and Cheri Hulse, VP of Strategy and Research at ON24 dive into the strategies and tactics your company needs to be considering as you get ready to grow in the current business environment.

Originally aired on July 27th, 2023.


Key takeaways.


Solid marketing data lets you make smart decisions. 
When you know the expected outcome of an activity, finding growth in your budget becomes simple math. 


Don’t focus on KPIs that don’t match your goals.
If you’re generating a ton of leads that don’t convert, are you really succeeding? Align sales and marketing efforts to find success. 


Improved follow-up means improved ROI.
Focus on acting on the data you receive from your efforts, with an eye toward being human.




I’d say the guaranteed fastest way to get efficient ROI is just to improve your follow-up skills. Simple— follow up in a humanized way and be respectful doing it.

Uzair Dada • Founder & CEO, Iron Horse


Uzair Dada • Founder & CEO, Iron Horse

Uzair built Iron Horse from a startup to an award-winning growth marketing agency helping global brands build scalable integrated marketing programs. Uzair is regularly featured in Wired.com, CNET, Demand Gen Report, DM News, eMarketer, MediaPost, Native Mobile and Retail Integration, and has spoken at TechWeek, Marketo Summit and other key industry events.

cheri headshot
Cheri Hulse • Vice President, Strategy & Research, ON24

Cheri is a respected and results-oriented marketing and communications leader with a proven track record of moving people and programs forward. She has more than fifteen years of experience driving marketing communications, public and analyst relations and content campaigns for B2B companies. Cheri is a recognized thought leader in the field of marketing, in-person and digital events, marketing technology and agencies.