Working With Us…

What to Expect?

If its your first time working with a marketing agency, we’ve compiled some answers to questions we get asked all the time. 

Feel free to reach out anytime to discuss your project, our specialists can assess your needs and our team will craft the perfect plan.


What should my digital marketing budget be??

First, let’s define it: Your marketing budget refers to all costs for marketing, advertising, public relations, event marketing, and anything else you might leverage to promote the brand and drive revenue.

Based on the latest research, our expert opinions, and years of marketing experience, we, generally, recommend:

  • You should spend 2 to 5 percent of your sales revenue on marketing.

The U.S. Small Business Administration recommends spending 7 to 8 percent of your gross revenue if you’re garnering less than $5 million a year in sales and your net profit margin—after all expenses—is in the 10 percent to 12 percent range. For new companies (startups), especially those in competitive markets, these numbers increase to 12 to 20 percent. For established companies, you should be spending 6 to 12 percent of gross revenue on marketing.

What about digital marketing specific budgets?

According to Forrester Research, Most industries such as design and media, transportation, retail, health and beauty, real estate, information technology, agriculture and environment, and building and construction dedicate 50 to 65 percent of their overall marketing budget to digital marketing specifically.

When working with Jackal Digital, if you haven’t already defined an annual marketing budget, we will build one with you collaboratively. This budget will be derived from real, meaningful, benchmark data that we plug into a business math formula to determine your COCA (Cost of Customer Acquisition). Some example metrics within the formula include:

  • Monthly Website Visits
  • Visit-to-Lead Conversion/Sale Percentage
  • Lead-to-Opportunity Conversion Percentage
  • Opportunity-to Customer Conversion Percentage
  • Average Initial Order/Contract Value (IOV)
  • Average Lifetime Value (LTV)

From here, we can begin to determine necessary, profitable budgets based on your goals and benchmark data, and begin to project marketing ROI as well.

Can you provide relevant and current benchmark data for peers / competitors?

Yes, an exhaustive competitor analysis and benchmark report is a mandatory initiative/service for all new client programs.

We leverage best-in-class tools like Google Analytics, Google Trends, Ahref, SEM Rush, Raven Tools, Moz, ScreamingFrog, Majestic, Sprout Social, Spyfu, SearchMetrics, and more to deliver comprehensive peer analysis, audit reports, forecasting, and future strategy planning.

What is your agencies approach to paid campaigns?

Our approach to developing paid campaigns depends on variables like campaign goals, buyer personas, our clients’ sales cycles, and commercial transaction type (B2B or B2C).

For Example: Optimizing lead-gen campaigns with Google Ads for B2C companies with considered sales cycles, requires razor sharp buyer personas and demographic targeting, tightly themed ad groups, testing ad copy and enticing offers, focused landing pages and a variety of keywords.

What is your campaign execution process?

Our high level process of executing a digital marketing campaign includes the following 6 steps: Assess, Plan, Build, Drive, Optimize, and Grow.


In the Assess Stage, we will assess your current digital marketing performance to establish a benchmark and get an understanding of KPI’s such as:

  • Monthly Website Visits
  • Visit-to-Lead Conversion/Sale Percentage
  • Lead-to-Opportunity Conversion Percentage
  • Opportunity-to-Customer Conversion Percentage
  • Average Initial Order Value (IOV)
  • Average Lifetime Value (LTV)
  • Cost of Customer Acquisition (COCA)
  • Number of Customers You’re Currently Generating from Digital Efforts
  • Number of Customers You Need to Generate to Achieve Growth Objectives

Additionally, you’ll want to answer the following questions:

  • What is our company and marketing department trying to accomplish in the next 12-24 months?
  • What important milestones do we have to hit to meet our goals?
  • What are we currently struggling with?
  • What specific problems do we solve better than anyone else?
  • Which target audiences care most about those problems?
  • In looking at our metrics, where is our growth bottleneck?
  • Is our digital platform (website, social, automation, etc.) ready to support our digital marketing efforts and, if not, what’s lacking?


Now that there is a baseline understanding of your current digital marketing performance, we’ll move into the Plan Stage where we will collaborate on, research, and define the following:

  • Discovery — a deeper dive into your brand’s strengths, weaknesses, opportunities, competitors, etc.
  • Targeting Strategy —  the top buyer personas you’re after and where to reach them online.
  • Overarching Content Strategy — the overarching content funnel needed to engage your targeted buyer personas so they naturally move from one relationship level to the next.
  • Traffic Strategy — where and how we’ll distribute content (through organic and paid methods) to make sure that your content is optimally placed in front of your targeted buyer personas.
  • Lead Generation Strategy — specific premium content and resources needed to convert buyer personas into leads in your database.
  • Lead Nurturing and Marketing Automation Strategy — the specific content and automation needed to nurture leads into opportunities/sales.
  • Measurement & Reporting Protocol — define the metrics that matter, how we’re going to measure those metrics, and how we’re going to report on those metrics.
  • Technology Requirements — define the technologies needed to empower the strategies defined above.
  • Logistics — define which team (client vs. agency) is responsible for what, follow-up action items, setting regular meeting rhythms, etc.


In the Build Stage, we’ll build the foundation needed to empower your digital marketing program. This includes:

  • Landing Page Templates
  • Email Templates
  • Digital Marketing Dashboard
  • Marketing Automation Funnel
  • Lead Generation Offers
  • Website Optimization
  • Ad Platforms

NOTE: The Assess, Plan, and Build stages will only need to be executed once. These stages have a finite “project” period of 45-60 days. Once complete, we’ll move into a monthly “service” period that includes the Drive, Optimize, and Grow stages below.


In the Drive Phase, based on your growth objectives, resources, and budget, we’ll drive visits and engagement using some or all of the following methods:

  • Email Newsletters/Blasts
  • Paid Traffic
  • Online PR/Social Media
  • Content/SEO

These methods are listed in priority order with the top methods driving visits and engagement much faster than the bottom methods.


Hand-in-hand with the Drive activities, we’ll Optimize your digital marketing program for maximum performance which includes:

  • Reporting & Coaching
  • Lead Generation Offer Optimization (CTAs, Landing/Thank You Pages)
  • Ad Performance Optimization
  • CRO (conversion rate optimization)


Once your program is up-and-running, we’ll strategize additional content and offers to engage existing and/or new buyer personas which includes:

  • Consulting on Program Growth
  • Targeted Lead Generation Offers and Related Assets
  • Content and Features to Support Buyers’ Journeys
What kind of reports will I receive?

We build live, web-based reporting dashboards that act as a single client portal from which all of your digital marketing analytics are reported, giving you 24/7 access to campaign performance and total clarity.

Additionally, weekly analytics analysis is conducted by your dedicated strategist, and monthly reporting review calls are provided.

Most importantly, we provide an executive analytics layer to our reports so that key growth metrics are not glossed over.

What is your process for determining success metrics and establishing tracking measures?

We determine success metrics for all program activities by performing a COCA (cost of customer acquisition) analysis prior to any contracting.

We consider metrics like the LTR (lifetime revenue) of our client’s customers, our client’s gross margin, LTV (lifetime value), and COCA% to determine a max COCA$ that ensures a program with eventual ROI.

For lead generation campaigns, we also consider monthly objectives like website visitors, leads, qualified leads, opportunities, and customers along with the conversion rate at each point.

Paid/direct response KPI examples would include metrics such as impression-share, CPC, CTR, landing page engagement, and conversions.

We track KPI’s through a varied tool stack that includes, Google Analytics, Shopify Analytics, HubSpot, and more. 

What are your contract fee and payment terms?

There are three types of potential SOW’s (statement of work) that may be established between Jackal Digital and its clients.

Project SOWs:

Project SOWs are services that start and complete over four (4) or more weeks. In order to commence the SOW, a payment of 50% of the total investment is due on or before the date of the kick-off workshop (“kick-off”). The second and final invoice for the remaining balance of the total investment will be sent when the scope of work is complete. This invoice is “due upon receipt.” Project SOW’s are priced as a flat-rate. Project pricing can vary greatly ($10k-100k) due to the amount of work that a client may or may not need to establish their foundation, or what we call an “ecosystem.

On-Demand SOWs:

On-Demand SOWs are services that start and complete in less than four (4) weeks. Payment is due upon completion of an On-Demand SOW. On-Demand SOWs are priced hourly. Hourly rates range from $125-200 per hour, depending on the service requested.

Recurring Service SOWs:

Recurring Service SOWs are services that repeat on a monthly basis. Payments are due on or before the 1st of each service month. Recurring Service SOW’s are priced as a flat-rate on a monthly recurring basis. Recurring service pricing can vary greatly  due to the number of areas of our client’s “ecosystem” that we manage and execute. Our pricing does not include advertising spend as those fees are paid directly to advertising channels.

How do I pay for agency fees?

Bank Transfers:

This is an easy and secure way to pay. You will submit your bank information electronically (using TRUSTe) when you receive your invoice via email.


For monthly services, invoices will be sent electronically 30 days prior to the recurring campaign date in order to receive payment upon the recurring service date.

Note: if paying by check, work begins once payment has been received.

Credit Card:

We accept Visa, Mastercard, Discover, and American Express for invoices that are less than $1,000.


We use Quickbooks for invoicing and accounting. Invoices are setup with the payment schedule and terms as described in your signed master services agreement (MSA).

Initial invoice(s) will be sent out within the first few days of signing, with the option of paying via ACH directly from the invoice.

A Smart Choice To Work With Us

Our goal is to provide businesses of any size with the means to effectively present and market themselves online successfully. We strategically help build your brand, improve your digital footprint, so you can develop more meaningful, long-term relationships with your customers.