Brochure for Michael Leander's B2B Marketing Workshop in Singapore 15-16 January 2015. This Masterclass is specifically designed for B2B marketers wishing to streamline marketing activities targeted a B2B audience.

1. GAIN AN INSIGHT FOR SIGNIFICANT IMPACT ON MARKETING
RESULTS AND HOW TO PRODUCE BETTER RESULTS WITH YOUR
B2B MARKETING DOLLARS
15 - 16 JANUARY 2015
SINGAPORE
Course Facilitator:
Michael Leander
CEO - Michael Leander Company
Chairman & Founder of Markedu
Award Winning Speaker & Trainer
Denmark
Partial Accreditations
● 20+ years of hardcore marketing
Proudly Proudly Organized By Co-Organized By
INBI InSight
Projection by Knowledge, Skills & Network
experience
● Judge of marketing awards in 15
countries
● Visiting Professor in numerous
universities including NYU
● Past President of FIMAC
● Inducted as Knight of DMAC, India
● Presented in more than 40
countries on 5 continents
Limited Seat
Available, secure
yours NOW !!
Testimonials from Michael Leanders’s past masterclasses:
“Michael Leander delivers a great picture on International Marketing Knowledge, tactics and trends
and is a guarantor for comfortable high-level talks” (Director Sales & Marketing - CBS Interactive
GmbH, Germany)
“Michael Leander has acquired experiences in Real Life Marketing operations, which can prove
valuable for new development ideas”(General Manager - Kyanos Trading, Cyprus)
“Best Marketing seminar I ever Attended” (Sales & Marketing Coordinator - Layout Ltd, Lebanon)
“.. Michael Leander works with an integrity and structure that provide clarify, defined expectations
and result.” (Director - Research In Motion, Toronto)
“Michael Leander is a very knowledgable person, with many years of experience on both the sales
and marketing side of complect IT based business solutions. I would recommend Michael to anyone
that need a professional and highly valued speaker - both offline and online for any sales or
marketing related topic.” (Product Marketing Director - Amsterdam, Netherlands)
“Michael Leander is one of the very rare exceptions. And, just as important, he is entertaining, and
make things clear.” (Drayton Bird, World Renowed Marketing Guru & Best selling author - United
Kingdom)
As a result of attending this workshop, delegates will be able to:
v IMPROVING the outcome of your web presence for desktop and mobile audience; from site to
traffic and conversion
v ESTABLISH a winning lead acquisition system including lead acquisition, lead scoring and
lead nurturing
v UNDERSTANDING content marketing or inbound marketing can play a key role in getting
results from your marketing dollars
v LEARN how to make email marketing and email marketing newsletters work for you in any
market
v DEALING with friction in B2B advertising online and offline
v BEST PRACTICES for B2B marketers: 17 things you can use to attact more customers & retain
the current customers
v AND MANY MORE…
REGISTER NOW
AND GET FREE
IPAD MINI !
Reg & payment cleared 1 week before event due
NB: “FREE IPAD Mini” only for Reg b/f 15 November 2014

2. SINGAPORE | 15 - 16 JANUARY 2015
Workshop Overview
The Best of Marketing Masterclass for B2B marketers is an intensive 2 day event for B2B marketing professionals.
With a focus on “Best of class”, you will get world class information about areas of B2B marketing, which – once applied – can make a significant
impact on your marketing results.
The Masterclass covers a wide range of topics ranging such as the more technical topics related to lead acquisition, lead- and customer nurturing
and the prerequisitory CRM- and database requirements. But you will also gain actionable knowledge that will help you improve your web-presence,
your email marketing and your activities in social media.
All of this is taught by a marketing practitioner with many years of B2B marketing experience.
COURSE OUTLINE
THURSDAY, 15 JANUARY 2015 FRIDAY 16 JANUARY 2015
Introduction Session
Objectives Review
> How to deal with the modern B2B buyer and the buying center
* Marketing to B2B buyers is becoming increasingly difficult. In this morning session
you will hear more about the modern B2B buyer and learn what you need to do in order
to position yourself to be able to attract the attention of a modern B2B buyer.
* How to penetrate the buying center and what the prerequisites are for you to do that
effectively
> The ideal B2B marketing ecosystem and how to improve yours
* You will get an overview of the ideal B2B marketing ecosystem and see examples
from leading B2B companies from around the world
* You will get insight into “what’s next” to be able to understand what you will need to
address in the near future
> 5 tips for immediately improving your ecosystem
* In this session before lunch, you will get 5 concrete tips that will help selected parts of
your B2B marketing ecosystem improve results
> How to establish an effective lead acquisition and nurturing system with The
PLEA
* The PLEA is Michael Leander’s proprietary model for lead acquisition, lead nurturing
and converting leads to customers. You will learn this proven model and quickly
understand how you can apply it in your daily work
* You will be given a thorough introduction to each step and learn how to implement the
model in your business
> How to use lead scoring and lead nurturing effectively and how that results in
more customers quickly
* You will learn what lead scoring is and why it is important to modern B2B marketers.
You will see practical examples of lead scoring in action
* You will learn how to map the customer journey with a lead nurturing program, which
will help you educate and eventually convert leads to customers
* We will also cover the basic prerequisites and briefly touch upon the database and
CRM requirements necessary to leverage lead nurturing and lead scoring
> 5 tips for effective use of video on your website and other channels
* In the last session of the day, we will look at how a B2B marketer can use video
effectively on website and other channels.
* This will be a fun and interactive session, which will teach you a few truths about how
you can make video work for your brand
> How to make content marketing – also known as inbound marketing – work for
your business
In this fast paced and inspirational session, we will touch upon the essential components
relevant to an effective content marketing strategy. These components have relevance for
all of your channels; website, email, social media and more. Some of the topics we will
cover are;
* How to develop a content marketing concept
* How to ensure that your content is mapped with the buying process of your target
audience
* How to work with content distribution and content delivery; includes channels, scheduling
and timing tactics and OPC (other people’s content)
* How to repurpose content
* How to plan content; from the content calendar to how you address the many different
formats required when seeding through multiple channels and media
> Writing content that gets results using the ABOA model
* The ABOA model is a simple and very practical model. It is related to AIDA, but goes
deeper. It is relevant for understanding how you prepare high conversion text on websites,
in brochures, in email campaigns etc.
* Michael Leander will teach you his model and through practical examples attendees will
practice the model
Tip: Attendees all over the world have shown enormous appreciation for the ABOA model
and many are now using it very frequently
> Measuring your B2B marketing online
* We will look at ways to measure your B2B marketing online
* You will get input on how you decide on your KPI’s and how you learn from your
marketing experiments
The afternoon of our second day is designed to answer any questions you may have
and to provide concrete, actionable tips to improve your marketing effectiveness
> How to make social media work for B2B marketers
* Making LinkedIn work for you; tips and advice to improve your LinkedIn presence and
attract more leads and customers through LinkedIn
* Making Twitter, YouTube and other popular social media channels work for you
> 17 tips to improve your email marketing results
* Email marketing still provides the best Return of Marketing Investment of all channels.
In this fast paced session, you will get 17 tips that will help you improve our email
marketing results including tips on;
- frequency and timing
- how to structure your content and layout of emails
- how to A/B split test your email communication
- how to use profiling and how to leverage the data you capture to improve the recipient
experience
> 3 tips on marketing automation
* Marketing automation is very effective when used properly. You will get 3 practical tips on
how to approach marketing automation including;
- how to setup an effective sequential auto responder program
- how to use triggered messages based on audience behavior
>Closing Session
INBI InSight
Projection by Knowledge, Skills & Network
To register visit www.inbi.com.sg/events or
call Tel: +65 8612 9478 or Email: info@inbi.com.sg

3. SINGAPORE | 15 - 16 JANUARY 2015
WHO SHOULD ATTEND
This Course is uniquely designed to provide valuable insight
for Vice Precident, Head of Department, Managers & Senior
Managers, Coordinators of
● Marketing
● Channel Marketing
● Product development
● CMO’s
● Social Media
● Marketing and Planning
● Strategic Marketing / Planning
● Brand
● Marketing Project
● Digital Marketing
WHY SHOULD ATTEND INBI EVENTS?
● To ensure that all objectives of the course matches yours, all
INBI courses are developed after intensive and extensive
research from up to date information
● INBI courses focus on your immediate working issues to
ensure that you are able to apply and deliver immediate
results in real work situations
● Application and implementation of industry knowledge and
experience are the drivers for our course design, not
theoretical academic lectures
● INBI training focuses on practical interactive learning tools
and techniques including case studies, group discussions,
scenarios, practical exercises and knowledge assessments
during the course.
● INBI follows a serious selection process to ensure that all
expert trainers have first-hand, up-to-date and practical
knowledge and are leaders of their respective industrial
discipline
Program Schedule (Day 1 - Day 2)
08:50 Registration
09:05 Morning Session Begins
10:45 - 11:00 Refreshments & Networking Break
12:30 Luncheon
14:00 Afternoon Session begins
15:30 - 15:45 Refreshments & Networking Break
17:00 Course Ends
In-House Training
Cost effective Inhouse courses, tailored specifically to your organisation’s
needs, can be arranged at your preferred location and time. If you would
like to discuss further, please contact our In-house division at
Info@inbi.com.sg
ABOUT YOUR COURSE FACILITATOR:
Michael Leander is the Chief Executive Officer / Principle
Consultant of Michael Leander Company, a consultancy
firm specialized in helping B2B & B2C marketers improve
customer acquisition, retention and loyalty through cleverly
designed and highly cost effective automated marketing
programs.
With more than 20 years of experience leading organization
in the field of marketing, management and sales, Michael
Leander is an expert in the areas of customer lifecycle
marketing management, marketing automation, marketing
strategy, email marketing, multi-channel marketing and
direct/interactive marketing. He is a hands-on marketing
expert who only preaches what he practices.
Michael Leander is also an accomplished international
direct and interactive marketing speaker, frequently invited
speak on marketing topics in over 5 continents. Covering a
range of topics related to direct marketing, interactive
marketing and CRM, Michael Leander has presented in
front of audiences in more than 25 countries earning him a
reputation as a “Great marketing speaker and marketing
trainer and board member and consultants”.
The story does not stop there, Michael Leander continues to
add relevant experience to his portfolio of marketing skills.
He has experimented with some success in developing
communities of various sizes and quality in the social media
space. As the CEO of Michael Leander Company & the
Chairman and founder of Markedu, Michael Leander
continues to work with a handful of consulting clients at any
given time. He believes it is important for the quality and
value of his presentations to include these practical
experiences. He is also invoved in several other operational
ventures, which ensure him a constant flow of concrete
input and case studies, which he in turn may use in his
direct and interactive marketing presentations.
Michael Leander’s partial client list includes:
● Bang & Olufsen
● Georg Jensen
● Maersk
● IBM
● General Electrics
● RIM
● Pfizer
● Novo
● Nordisk
● Texaco
● Statoil
● GE Money Bank
● Ikea Bank (Ikano Finans)
● & Many more
INBI InSight
Projection by Knowledge, Skills & Network
To register visit www.inbi.com.sg/events or
call Tel: +65 8612 9478 or Email: info@inbi.com.sg