The document discusses the importance of proactive marketing for librarians to demonstrate their value to clients and organizations. It recommends developing both organizational and personal marketing plans. For organizational marketing, librarians should understand client expectations, educate clients on the value of library resources, and implement opportunities like surveys to showcase their value. For personal marketing, librarians should develop their own brand through activities like publishing, presenting, networking, and maintaining an online presence. The goal of proactive marketing is for librarians to exceed client expectations and remain visible to stakeholders.