Identifying the Invisible — How to Spot Anonymous Buyers Before They Enter Your Funnel
Watch the full interview to learn how top cybersecurity marketers are using buyer intelligence to make invisible buyers visible:
Every cybersecurity marketer knows the frustration: your pipeline is flat, yet you can see your ideal buyers engaging everywhere — except your CRM. They’re out there researching, comparing, and making shortlists, but you can’t see them. These are the invisible buyers — the silent majority shaping purchasing decisions while staying completely anonymous to vendors.
The reason? Buyers no longer rely on vendor interactions to get educated. They consume peer content, watch industry interviews, and download research reports without ever filling out a form. By the time they do engage, they’ve often already made up their minds.
But invisibility doesn’t mean unknowable. Every buyer journey leaves behind intent signals — patterns of content consumption, topic research, and company-wide engagement. The key is connecting those dots. That’s exactly what Athena does: detecting when target accounts are actively researching cybersecurity topics, mapping that activity back to real organizations, and highlighting key decision-makers who are part of the buying committee.
With this intelligence, marketers can identify demand long before it hits the funnel — and start influencing it early. Instead of waiting for a form fill, you can deliver tailored content, orchestrate surround-sound campaigns, and build awareness while competitors are still in the dark.
In today’s world of anonymous research, success isn’t about chasing leads — it’s about spotting intent before it surfaces.
Watch the full interview to learn how top cybersecurity marketers are using buyer intelligence to make invisible buyers visible: