The document discusses how marketing is more effective when targeting specific accounts. It describes DocuSign's use of Demandbase's account-based marketing platform to attract, engage, and convert targeted accounts through different steps. First, DocuSign uses targeted advertising and content on websites and pages to attract accounts in specific industries. Then, it personalizes website content and calls to action to deeply engage these accounts. DocuSign also measures results to optimize conversions at each stage of the process. The presentation provides examples of how DocuSign successfully increased engagement and captured more pipeline and sales through this targeted, account-based approach.