This document summarizes a seminar on integrating business applications and marketing content to create engaging user experiences. The seminar covered the REAN model for reaching, engaging, activating, and nurturing prospects and customers. It also presented case studies of companies like Christelijke Mutualiteiten, Daikin Europe, Toerisme Vlaanderen, and Kinepolis that have integrated business data and content to improve interactions and personalize calls to action. The wrap-up discussed technical ways to expose business data through websites and apps using a web content management system, and how user interaction allows understanding user profiles to deliver tailored marketing messages that convince users to take desired actions.