The ChangeOver · 2026-02-11 · 26 min
“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.
Ep 38: The YouTube B2B Practitioner’s Playbook with Kyle Denhoff75 / 100Ep 37: The Executive Case for YouTube in B2B Marketing with HubSpot’s Kyle DenhoffEp 36: The Express Stage of Loop Marketing: Building a Scalable AI-Ready FoundationEp 35: From Random Acts of Marketing to a Scalable Growth EngineEp 34: How to Win the Zero-Click Future with Amanda Natividad