Your Buyers Aren’t Clicking Anymore: Overcoming the New B2B Visibility Crisis
In this timely B2B Growth Show, Paul Slack and Lauren Glover sit down with Rand Fishkin, founder of SparkToro and CEO of Alert Mouse, to unpack one of the biggest questions facing B2B marketers right now: where did all the website traffic go?
The conversation explores the rise of zero-click marketing, the decline of traditional Google-driven website visits, and why B2B brands can no longer rely on their websites as the “homepage” of their business. Instead, marketers need to show up where their buyers already spend time: LinkedIn, YouTube, Reddit, podcasts, newsletters, AI answers, and other trusted communities.
Key Takeaways:
- The old SEO playbook is collapsing as more searches end without a click to a website
- Google’s AI Overviews and zero-click results are reshaping how buyers discover and evaluate solutions
- B2B buyers are still researching, learning, and comparing options, but much of that journey now happens off-site
- Websites are no longer the only destination for middle- and bottom-funnel education
- Marketers need to create platform-native, “snackable” content that earns trust without forcing a click
- Audience research is essential for identifying the podcasts, YouTube channels, subreddits, newsletters, and LinkedIn voices your buyers actually follow
- B2B influencer and creator marketing is becoming a critical strategy as buyers increasingly trust people over brands
- Traditional attribution is losing relevance, making lift-based measurement a smarter way to evaluate marketing impact
Notable Insights include
Rand’s breakdown of recent SimilarWeb research showing that a growing majority of Google searches now result in zero clicks, with only a fraction sending users to the open web. The session also challenges the hype around AI tools like ChatGPT as the primary driver of lost traffic, pointing instead to a broader shift in buyer behavior, platform algorithms, and Google’s evolving search experience.
Practical Guidance You Can Apply
The session provides practical guidance on:
- Rethinking your website’s role in the buyer journey
- Repurposing long-form content into platform-specific posts, videos, and discussions
- Using zero-click content to build trust before buyers ever visit your site
- Finding where your audience pays attention with tools like SparkToro
- Balancing gated content with ungated, high-value distribution
- Building “algorithmic capital” on LinkedIn and other platforms
- Using company channels to influence AI tools and personal profiles to build engagement
- Moving from click-based attribution to lift-based marketing measurement
Why watch
Whether you’re a B2B marketer watching organic traffic decline, a demand generation leader under pressure to prove visibility in AI answers, or a CMO trying to modernize your content strategy, this session offers a clear roadmap for marketing in the zero-click era.
Catch the next B2B Growth Show live by registering here.
