Ep 33: Zero-Click Marketing & the End of Click-Based ROI with Amanda Natividad

Feb 11, 2026

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“About two-thirds of Google searches now end without a click. We can’t build strategies that depend on clicks happening anymore.” — Amanda Natividad

In this episode of The ChangeOver Podcast, Chelsea Drusch is joined by Amanda Natividad, VP of Marketing at SparkToro, for a grounded, practitioner-first conversation about why clicks are disappearing — and why that doesn’t mean marketing is broken.

Amanda breaks down what zero-click marketing really means, why platforms are structurally designed to keep users on-platform, and how this shift forces marketers to rethink attribution, ROI, and success metrics altogether. Drawing on SparkToro’s research and her own decade-plus career in the trenches, she makes a compelling case for moving beyond click obsession toward impressions, visibility, and value on investment (VOI).

For industrial B2B marketers facing skeptical stakeholders, shrinking organic reach, and unreliable analytics, this episode offers clarity and a healthier, more realistic way forward.

EPISODE HIGHLIGHTS: [09:11] What zero-click marketing actually means: Delivering value in-platform instead of forcing traffic elsewhere [10:07] Why clicks are disappearing: How Google, social platforms, and AI tools incentivize staying put [13:56] Why attribution is breaking down: Dark social, hidden referrals, and misleading “direct” traffic [17:34] From ROI to VOI: Measuring marketing impact through business-wide value, not just conversions [21:56] How industrial marketers should reframe success: Visibility, impressions, and brand lift as leading indicators

CONNECT WITH US:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/

Amanda Natividad: https://www.linkedin.com/in/amandanat/

CHECK OUT SPARKTORO: https://sparktoro.com/

SPARKTORO BLOG: https://sparktoro.com/blog/