Ep 34: How to Win the Zero-Click Future with Amanda Natividad

Amanda Natividad explains how AI search, zero-click behavior, and disappearing data are forcing marketers back to craft, clarity, and value. In the second half of this conversation on The ChangeOver Podcast, Amanda Natividad, VP of Marketing at SparkToro, and host Chelsea Drusch move from diagnosing the zero-click and attribution problems to answering the harder question: What should marketers actually do now? They explore how zero-click dynamics and AI-driven search are stripping away the illusion of perfect attribution, and in the process, pushing marketing back toward fundamentals that were never optional to begin with. From AI visibility (not rankings), to why gating content can sabotage discoverability, to the growing importance of taste, craft, and clarity, this episode reframes modern marketing as both more human and more demanding than before. For industrial B2B teams navigating AI search, skeptical executives, and shrinking data certainty, this episode offers a practical mindset shift — and a reminder that “doing good marketing” is no longer a cliché. It’s the strategy. EPISODE HIGHLIGHTS: [02:53] What AI visibility really means: why “ranking” in AI isn’t a real metric [04:53] The least-worst AI metric: tracking visibility percentage instead of position [06:17] How gated content hurts AI discoverability: when hiding information backfires [08:14] Creativity returns to marketing: less attribution, more freedom (and responsibility) [10:16] The most important skill in the age of AI: developing taste, judgment, and craft [13:39] The metric Amanda would remove: Why impressions beat referral traffic [17:14] What marketers will regret in five years: Neglecting writing, editing, and creative skills 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/