The document discusses intent-driven marketing and how marketers can use buyer intentions and data signals to improve their marketing campaigns. It recommends that marketers focus on both capturing existing demand from in-market buyers as well as creating new demand. Marketers should use intent data sources like web activity, content consumption, and search to identify buyers and engage them with tailored content. Programmatic media allows targeting of individuals and accounts based on these intent signals. Marketers must also continuously test campaigns and measure results to optimize performance.