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.