B2B Marketing Machine with AI
B2B buyers research and shortlist suppliers long before first contact. What they find online decides who makes the shortlist. Organisations are past asking whether AI can produce marketing content. The question now is how to build a credible, consistent presence with the resources they already have.
B2B Marketing Machine with AI is a hands-on two-day programme where participants build the system that shapes what buyers find: 7 working AI tools configured on their own business, covering reputation monitoring, competitor research, brand-consistent content creation, and visual asset production.
The programme is led by Inez Ang, who produced business documentaries for CNA featuring companies across Asia. Selecting companies for those features meant screening them the way B2B buyers screen suppliers: online, silently, and before any conversation. That buyer’s-eye discipline anchors the programme’s core framework, the Reputation Ladder.
Delivery blends strategic context, guided building, and structured production labs in the Claude Cowork environment, set up with each participant on Day 1. Every tool remains the participant’s to keep and run after the workshop. Participants leave with configured tools, finished marketing assets, and a practical 30-day roadmap for their roles.
- Analyse how B2B buyers research and screen suppliers online, applying the Reputation Ladder framework to identify credibility gaps in their own presence.
- Use AI tools for routine marketing work within their business context: reputation monitoring, competitor research, content drafting, and visual asset production.
- Configure reusable AI workflows, including automated scans, brand profiles, and content pipelines.
- Test and refine those workflows through structured review and iteration.
- Evaluate AI-generated content and imagery for accuracy and brand consistency, applying confidentiality safeguards and validation practices before workplace use.
- Produce a set of finished marketing assets, including brand-compliant imagery and LinkedIn content written for their target buyer.
- Plan how the tools will be operated after the workshop, producing a 30-day roadmap covering operating cadence, safeguards, and cost-per-asset benchmarks.
- How B2B buyers research and shortlist suppliers before first contact, and where AI fits in responding to it.
- The Reputation Ladder as a framework for assessing and building supplier credibility.
- Business media formats that carry B2B credibility.
- Competitor research, positioning, and USP development.
- Building reusable AI workflows: skills, scheduled tasks, and persistent brand files.
- Brand-consistent content and visual asset production, from phone photo to finished imagery.
- Responsible use practices: accuracy checks, confidentiality safeguards, and human approval of every generated asset.
- Implementation planning: operating cadence and cost-per-asset evaluation against their current baseline.
- A rung-by-rung audit of the assets built during the programme.
B2B Marketing Machine with AI
2 Days · 7 Tools · Built With You
Day 1: Credibility Engine & Factory Setup
| Time | Module / Outline | Key Learnings |
| 9:00 AM – 9:30 AM | Welcome & Strategic Context
â–ª Welcome and introductions â–ª Overview of the 2-day journey: 7 tools built with you in the room, yours to tune on your own business â–ª Strategic context: why buyer-facing content decides B2B shortlists â–ª The Reputation Ladder: the 5 rungs of trust buyers climb before shortlisting a supplier â–ª What each asset currently costs you to produce: the benchmark you measure against |
â–ª Understanding how buyers screen suppliers before first contact
â–ª Overview of the Reputation Ladder framework â–ª A production cost benchmark to measure your own output against |
| 9:30 AM – 10:30 AM | Module 1: Seeing Your Business as Buyers Do
â–ª Reputation simulation and peer-audit techniques â–ª Scoring a peer’s online presence against the ladder’s 5 signals â–ª Scoring your own presence against the same 5 signals â–ª Reconciling your self-score with your peer’s read
Group Activity: Swap businesses in pairs and score each other before scoring yourself |
â–ª Tool 2: Reputation Ladder Scorecard
â–ª A peer-written first-impression report as your before snapshot â–ª A quantified baseline score you keep and re-run â–ª Criteria for identifying disqualifying signals |
| 10:30 AM – 10:45 AM | Morning Break | |
| 10:45 AM – 11:30 AM | Module 2: Cowork Setup & Your Company Profile
â–ª Guided setup of the Claude Cowork environment â–ª Agent-led interview to capture your business profile â–ª Saving a comprehensive company profile for project instructions |
â–ª A working Cowork environment and business project
â–ª A reusable company profile that every later tool draws on |
| 11:30 AM – 12:15 PM | Module 3: Your First Tool — Automated Reputation Scan
â–ª Build a reputation-scan workflow in Cowork â–ª Online research with source verification â–ª Saving it as a reusable skill â–ª Scheduling it as a weekly automated task â–ª Introduction to the Learning Loop: review, teach, re-run
Hands-On Lab: Build and run the scan on your own business |
â–ª Tool 1: Weekly Reputation Scan
â–ª Hands-on skill construction and scheduled automation â–ª Foundation habit of verifying AI-cited sources â–ª Practical iteration technique for improving AI output |
| 12:15 PM – 1:15 PM | Lunch Break | |
| 1:15 PM – 2:30 PM | Module 4: Media Mix, Competitors & Positioning
â–ª Business media types and the Reputation Ladder â–ª Competitor mapping and competitor profiles â–ª Drafting a defensible USP and positioning strategy
Interactive Exercise: Stress-test your USP in pairs as the sceptical buyer |
â–ª Framework for choosing the right media type
â–ª A competitor profile and category positioning brief â–ª A buyer-informed USP |
| 2:30 PM – 2:45 PM | Afternoon Break | |
| 2:45 PM – 3:45 PM | Module 5: Build Your Brand Twin
â–ª Encoding USP, positioning, and brand voice into a skill â–ª Tuning the brand voice with the Learning Loop â–ª Producing a business one-pager
Hands-On Lab: Build and test the twin on your own business |
â–ª Tool 3: Brand Twin
â–ª Consistent on-brand output without re-explaining your business â–ª Voice-tuning technique for AI-generated content |
| 3:45 PM – 4:45 PM | Module 6: Your Brand’s Visual Identity
â–ª Reading the visual codes of your category and tier â–ª Turning colour, font and layout decisions into written rules â–ª Setting the format rules each asset type inherits: document, image prompt, social post â–ª Saving the rules as a persistent project file every later tool reads
Hands-On Lab: Build your rules file and test it on a sample asset |
â–ª Tool 4: Brand Design Rules File
â–ª A visual direction derived from your brand character, not personal taste â–ª Understanding how one file holds every asset on brand at scale |
| 4:45 PM – 5:00 PM | Day 1 Wrap-Up
â–ª Key takeaways and reflection â–ª Review and Feedback
Homework: Bring one completed job for Day 2: phone photos plus the quote, spec or delivery note |
â–ª Consolidation of Day 1 learning
â–ª Preparation for practical application |
Day 2: Asset Factory: Production & Implementation
| Time | Module / Outline | Key Learnings |
| 9:00 AM – 9:15 AM | Opening & Energizer
â–ª Quick recap of Day 1 learnings â–ª Preview of the hands-on production labs |
â–ª Reinforcement of key concepts |
| 9:15 AM – 10:30 AM | Module 7: Case Study Engine — From Completed Job to Proof
â–ª Build a skill that reads job documents â–ª Extracting the client problem, solution and the outcome â–ª Finding a defensible number in your delivery data â–ª Anonymising client details where confidentiality applies â–ª Accuracy and confidentiality checks with human approval on every draft
Interactive Exercise: Decide which sample case studies are safe to publish |
â–ª Tool 5: Case Study Engine
â–ª One finished case study article drawn from completed work â–ª Confidentiality and accuracy guardrails for AI-drafted content |
| 10:30 AM – 10:45 AM | Morning Break | |
| 10:45 AM – 12:15 PM | Module 8: Phone Photo to Buyer-Ready Imagery
â–ª Turning raw phone photos into on-brand assets under your design rules â–ª Producing imagery that carries to catalogue, tender and capability use â–ª Ethics line: enhance, don’t fabricate
Hands-On Lab: Build the full image set for your completed job |
▪ Tool 6: Photo → Image
â–ª Workflow with your first finished images â–ª A repeatable quality-check habit for consistent output â–ª Ethical boundaries for AI-enhanced imagery |
| 12:15 PM – 1:15 PM | Lunch Break | |
| 1:15 PM – 2:45 PM | Module 9: LinkedIn Content Engine — Posts & Carousels
â–ª Assembling the full pipeline: case study, imagery and brand rules â–ª Build a multi-slide carousel from your completed job â–ª Writing the supporting post for your buyer’s job title Group Activity: Peer critique in trios against a 3-point buyer-attention checklist |
â–ª Tool 7: LinkedIn Content
â–ª Pipeline plus one carousel and one post â–ª Organic content that serves self-researching buyers
â–ª A 3-point buyer-attention checklist for reviewing content |
| 2:45 PM – 3:00 PM | Afternoon Break | |
| 3:00 PM – 4:15 PM | Module 10: Implementation Strategy & Roadmap
â–ª Organising all 7 tools into one project with a personal “how I run this” guide â–ª Auditing your finished assets against the 5 rungs of the Reputation Ladder â–ª Where else your image set goes: catalogue, tender pack, capability deck â–ª Cost-per-asset calculation against your current production baseline â–ª Setting the operating cadence: weekly, per-campaign, human-only
Interactive Exercise: â–ª Individual 30-day roadmap development â–ª Rung-by-rung audit of the assets you built |
â–ª A complete toolkit plus a written 30-day operating plan
â–ª Evidence of what you now hold against each rung of the ladder â–ª Cost-per-asset measured against your current production baseline |
| 4:15 PM – 5:00 PM | Final Module: Build Showcase & Next Steps
â–ª Workshop summary and key takeaways â–ª Build showcase â–ª 30-day email check-in to review progress and answer questions |
â–ª Build showcase
â–ª Post-workshop support via email check-in â–ª A 30-day checkpoint for working through what you hit in practice |
- Business owners, founders, marketers, and sales leaders in B2B companies who need a credible, consistent online presence they can run in-house.
- Participants should already use AI tools for basic tasks such as writing, summarising, or brainstorming.
- Participants bring their own laptop and must be able to install external software on it.
- Account requirements are shared before the workshop.
1. All notice of transfer/withdrawal / deferment must be given in writing and submitted at least 2 weeks prior to course commencement.
2. An administrative fee of $60 (GST inclusive) will be imposed if notice is received less than 2 weeks.
3. If notice of withdrawal is received:
– At least 1 week before commencement of the course, a 20% of the full course fee will be charged. For government-funded course, a 20% of full course fee before funding will be charged.
– Less than 1 week before commencement of the course, a 30% of the full course fee will be charged. For government-funded course, a 30% of full course fee before funding will be charged.
– No show on the scheduled date, a full course fee will be levied. For government-funded course, a full course fee before funding will be charged.
4. For all government-funded programmes (WSQ & Non-WSQ), funding is only applicable to:
– Singapore Citizens or Singapore Permanent Residents.
– Participants who have achieved at least 75% attendance and passed all required assessments.
– Full course fee will be charged to participants who fail to meet the above-mentioned criteria.
5. Certificates or Statement of Attainment or Certificate of Attendance will only be issued to participants who have achieved 75% attendance and undergo assessment (if applicable).
6.When a course is cancelled, fails to commence or fails to complete under unforeseen circumstances, participant is allowed to defer the intake at no cost or withdraw from the course; under such situation, a full refund of the advance payment will be given.
7. Notice of change in participant’s name must be given in writing, 1no less than 5 days prior to course commencement.
8. SMF reserves the right to change the venue, cancel or postpone the event without prior notice and full refund will be given under such circumstances. Such modifications shall become effective immediately upon the posting thereof. Please approach your account manager for more queries.
9. SMF Centre for Corporate Learning Pte Ltd has a Data Protection Policy which provides more information about how we collect, use and disclose your personal data. Please click the link below to know more.
https://smfccl.sg/privacy/
1. The candidate has the right to disagree with the assessment decision made by the assessor.
2. When giving feedback to the candidate, the assessor must check with the candidate if he agrees with the assessment outcome.
3. If the candidate agrees with the assessment outcome, the assessor & the candidate must sign the Assessment Summary Record.
4. If the candidate disagrees with the assessment outcome, he/she should not sign in the Assessment Summary Record.
5. If the candidate intends to appeal the decision, he/she should first discuss the matter with the assessor/assessment manager.
6. If the candidate is still not satisfied with the decision, the candidate must notify the assessor of the decision to appeal. The assessor will reflect the candidate’s intention in the Feedback Section of the Assessment Summary Record.
7. The assessor will notify the assessor manager about the candidate’s intention to lodge an appeal.
8. The candidate must lodge the appeal within 7 days, giving reasons for appeal together with the appeal fee of $109.00 (inclusive of 9% GST).
9. The assessor can help the candidate with writing and lodging the appeal.
10. The assessment manager will collect information from the candidate & assessor and give a final decision.
11. A record of the appeal and any subsequent actions and findings will be made.
12. An Assessment Appeal Panel will be formed to review and give a decision.
13. The outcome of the appeal will be made known to the candidate within 2 weeks from the date the appeal was lodged.
14. The decision of the Assessment Appeal Panel is final and no further appeal will be entertained.
15. Please click the link below to fill up the Candidates Appeal Form.
