Marketers Partner With Security To Recover Visibility
Forrester warns that zero-click behavior is surging as business buyers increasingly use public answer engines and private generative-AI tools for research, often without visiting vendor websites. Standard analytics miss these interactions, but security telemetry — including TLS fingerprints (JA3/JA4), headers, and IP/ASN reputations — can classify buyer-assist agents and reveal intent. The report urges marketing-security collaboration to recover visibility.
Key Points
- 1Flag zero-click trend: buyers research via answer engines and generative-AI, reducing website visits
- 2Explain analytics blindspot: answer-engine references and copilot queries rarely surface in standard marketing dashboards
- 3Recommend marketers partner with security to use TLS fingerprints, headers, and IP telemetry to classify agents
Scoring Rationale
Strong analyst-backed industry relevance and actionable guidance, but limited technical novelty or empirical data validation.
Sources
Public references used for this report.
Practice interview problems based on real data
1,625 SQL & Python problems across 15 industry datasets — the exact type of data you work with.
Try 250 free problems
