CPD Programmes

Generating Quality Leads - How creating the right eMarketing tools can help!

Full Fee: S$ 845.30 w/GST (before subsidies)

Programme Fees:

Singaporean/PR: S$84.53 | Others: S$845.30 w/GST

AEN Member

Singaporean/PR: S$253.59 | Others: S$845.30 w/GST

Non-AEN Member

Charmaine Lee (Ms)


9:00am - 5:00pm


This is a fully online session conducted via ZOOM.  Participants can participate in the session from any venue of their convenience with a laptop / device that is compatible with ZOOM.  More details on participating in the session will be send to the confirmed registrants.


What to bring


• Laptop, charger, mouse, mouse pad
• Have Google Chrome Browser installed prior due to compatibility of resources
• Microsoft PowerPoint 2013 version (minimum version)
• Laptop should have Wi-Fi access (internet capabilities)
• Free Wi-Fi access will be provided at the training site


What is this programme about?


Within the adult education and training industry, there are increasing numbers of experienced and qualified practitioners operating as independent or freelance professionals. However, generating income and building a client base requires being able to communicate and advertise their service offerings. This does not have to be a costly effort, however — with the right understanding, it is entirely possible to build and communicate a brand by leveraging social media and a number of free digital resources and platforms.

The vast reach of social media makes it the perfect platform to attract new audiences. In order to generate high quality business leads, it is important to create appealing and engaging content, making the most of the digital formats available. The creation of eBooks and PDF eMarketing material can develop and promote awareness of your professional brand, and through the exploration of these tools, you will become better equipped to leverage numerous free digital marketing tools and platforms, such as PowerPoint, Google Forms, SlideShare, LinkedIn, and MailerLite, which can help you establish and expand the online presence of your business.

In this interactive one-day workshop, you will explore the key components of effective digital content creation. Through a mix of hands-on activities, trainer-led demonstrations, and discussions you will learn how to create digital marketing material grounded in content research, such as eBooks or PDFs, which work to generate leads and business for your training or education practice. You will learn more about the various social media tools available to you, how best to leverage them to promote your brand, and how they can communicate your expertise to potential customers.  With the creation of a content lead generation funnel, you will learn how to harness the power of digital media to develop your independent practice into a thriving business.


What does it cover?


By the end of this session, participants will be able to:

  • Explain what is lead generation
  • Describe the effective tools to generate quality leads in the education and training business?
  • Discover the Pros and Cons of eBook Content Marketing 
  • Identify Social Media platforms and economical promotional methods to promote your knowledge expertise
  • Research Content Idea and Strategy to create content customers crave for 
  • Apply your buyer’s journey on the internet into your eBook content structure
  • Apply quick and easy ways to create an eBook for Lead Generation purposes with a “What, Who, How, Why” eBook Content Structure and Framework
  • Create an eBook of 4 to 6 pages and setup your Digital Lead Generation Sales/Marketing Funnel
  • Publish an eBook to LinkedIn, LinkedIn SlideShares and/or Host your eBook with Google Drive and generate leads with Google Forms


Who is it suitable for?


This programme is for professionals in:

  • Adult Education: Trainers and Consultants who would like to market their services effectively and generate quality leads for their education and training business
  • Business Owners: Individuals involved in driving the business development of education and training institutions
  • Owners of Training and Adult Education Businesses: Individuals who are new to content and lead generation through the use of eBooks and PDFs
Participants should also note the following pre-requisites for this course:
  • You’re familiar with how Microsoft PowerPoint works
  • You have a personal gmail, and know the basic functions of Google Drive and Google Forms


Fees & funding

AEN Member Singaporean/PR Non-AEN Member Singaporean/PR Others

Total programme fee




The fee is inclusive of prevailing GST and subject to changes. 

AEN member rates are only applicable for Singaporeans/ Permanent Residents. Foreigners will not be entitled for AEN members rates regardless if he/she is an AEN member. To register for AEN membership, please click here.


Please proceed to make payment via eNets/credit card (VISA or MasterCard) at the end of the registration process. Kindly note that the system will automatically cancel the registration if full payment  has not been successfully processed by 11.59pm (Singapore Time) on the same day of the registration. You will have to reapply for the course, subject to availability of vacancy at the point of your re-registration.  

Additional funding available, if applicable

Singaporeans aged 25 years old and above are eligible for SkillsFuture Credit which can be used to offset the selected programmes’ fees for self-sponsored registrations only.

Please note the submission period for your SFC claim via MySkillsFuture needs to be within 60 days before the course start date (date inclusive). If your course start date is more than 60 days from the date of SFC application, the SSG-SFC portal would reject your application. In this case, you would need to pay the full course fees at the end of your course application.


Request for rescheduling must be submitted to IAL 2 weeks before the commencement of programme. Reschedule requests that come mid-way through training has to be supported by valid reasons; substantiated by references as evidence; such as a doctor’s note; or a hospitalization chit. 

Please submit your request to reschedule your course at MyIAL. A non-refundable administrative fee of S$53.50 (with GST) applies for the request and the next available slot will be offered.


Request for withdrawal from a programme is subjected to review by IAL and the decision is final. IAL reserves the right to request for supporting document(s). A non-refundable administration fee of S$53.50 (inclusive of GST) is applicable for withdrawal request. If the withdrawal notice is given less than 2 weeks before the programme start date, the paid fees will not be refunded.

Corporate run

For dedicated corporate runs with a contract signed with IAL, billing and payment will follow the terms of the signed contract. Otherwise, payment would be expected upon registration.


About the speaker

Charmaine Lee (Ms)

Chief Digital Marketing Trainer & Consultant | Sky Digital Agency

Charmaine Lee (Ms) is the Founder & Chief Digital Marketing Trainer & Consultant at Sky Digital Agency and Chief Learning Officer of The Good Designers.

Since founding her first agency in 2010, she has worked with hundreds of small business owners, and  has witnessed many small businesses fail over the years, due to the lack of willingness to embrace technology, social media, and digital marketing. She has observed that many small business owners were sceptical of how Facebook marketing and advertising could help their business, and they were reluctant to make the investment required to kickstart social media marketing and advertising. Seeing this gap in her clients’ knowledge of social media and digital marketing, she started conducting short courses to train her clients to manage their Facebook Marketing and Google Analytics in 2014.

Over the years, Charmaine’s passion to share her knowledge has led to the curation of more than 12 different digital marketing curricula for Sky Digital Agency. These courses include: SEO, Facebook, Instagram, Video Marketing, Digital Marketing & Sales Funnels, Content Marketing Strategy with eBooks, LinkedIn Marketing, and more.

To date, Charmaine has conducted more than 1,600 hours of training and curriculum development. She is a WSQ ACTA Certified Trainer and an Associate Adult Educator, Adult Education Professionalisation, for Institute for Adult Learning (IAL).

Charmaine makes learning interactive, practical, and fun. She enjoys breaking down complex topics to help participants gain a better understanding. She helps participants find success in digital marketing campaigns by leveraging the free digital tools available on the market for individuals, entrepreneurs, adult educators, and SME marketing teams.