In this must-watch B2B Growth Show, host Paul Slack and moderator Lauren Glover welcome marketing legend Rand Fishkin, co-founder of SparkToro, for a deep dive into the rise of the clickless future. Together, they unpack how AI, changing search behaviors, and platform dynamics are reshaping digital marketing, and what B2B marketers must do to adapt before 2026.

Rand, known for pioneering Whiteboard Fridays and his thought leadership in SEO, shares why traffic is now a vanity metric, how AI tools are transforming buyer behavior, and why brand influence matters more than clicks.

This episode is packed with actionable insights for marketers navigating a landscape where visibility and influence often matter more than website visits.

Key Takeaways

• Traffic as a Vanity Metric: Why clicks no longer define success and how to measure what really matters.

• The Zero-Click Internet: How platforms like Google, ChatGPT, and social media hoard attention, forcing marketers to adapt.

• Shifting Metrics: From impressions to conversions, learn the new KPIs that signal true growth.

• Brand Influence > Clicks: Why buyers are forming vendor preferences before research begins, and how to win early mindshare.

• Zero-Click Content Strategies: Creating memorable, platform-native content that educates, entertains, and builds brand association.

• AI & Buyer Behavior: How AI is shortening exploratory journeys while increasing the need for influence at every step.

• Founder-Led Marketing: Rand’s playbook for using simple, authentic video content to break algorithmic streaks and grow audience trust.

• Future Focus: Why product-led marketing and word-of-mouth will be the strongest growth levers in 2026.

Practical Guidance

• Rethink traffic goals — influence buyers before they land on your site.

• Build measurable strategies around impressions, branded search, and conversions.

• Use tools like SparkToro to identify hidden sources of influence, niche podcasts, and communities where your audience actually spends time.

• Craft zero-click content like billboards — instantly memorable, branded, and designed for platforms.

• Align product and marketing — create experiences that give customers reasons to share and talk.

Why Watch:
 If you’re a B2B marketer, content strategist, or marketing leader worried about how AI, shrinking traffic, and changing buyer habits will impact your pipeline, this episode gives you the frameworks and strategies to not just survive but thrive in the clickless future.

👉 Catch the next B2B Growth Show live by registering here.