At times, it might seem that social media managers are stuck in silos, focused more on brand awareness than direct revenue impact. If you’ve ever had to explain the merit of impressions and engagement, you likely understand the frustration. 

One great example of a function closer to the bottom of the funnel that could be a force for great collaboration with social teams? Lifecycle marketing.

Read the full article: https://sproutsocial.com/insights/lifecycle-marketing/