First click to forever, it’s time to turn up the heat.
Learn the leadership secrets to growth through building long-term customer relationships by one of Silicon Valley's marketing masters in this best-selling book.
Cold math, strong relationships.
It’s a practical guidebook forged in Silicon Valley's fires, packed with hard-earned, edgy wisdom from digital marketing's front lines. Neil Hoyne, Google’s Chief Strategist and Senior Fellow at the Wharton School rips into the status quo, skewering assumptions and calling out traditional thinking with a purely irreverent attitude.
He wants to open your eyes to a better way: understanding customers not as metrics, but real people. To build marketing that resonates through conversation, not shouting lame call-to-action pickup lines. Nurturing relationships over time to forge unbreakable bonds with your most valuable customers.
If you're thirsty for some inconvenient realities of marketing, saddle up. This book will grip you tight and drag you into a raucous, eye-opening conversation that’s impossible to forget. One that will change how you talk to customers forever.
I love you, too.
I'll admit that when I typed up my scrappy little guidebook, I didn't know if anyone would show up to grab a copy. Somehow it struck a chord with thousands looking to up their marketing game — but don't just take my word for it.
“I’ve been waiting twenty years for this book! Converted explores how to use data the right way to win customers’ hearts. This book is simply a must read.”
Martin Lindstrom, New York Times Best Selling Author of Buyology and Small Data
“A wonderful guidebook on building profitable customer relationships. Whether you’re just getting started or consider yourself an experienced practitioner, this book is invaluable.”
Peter Fader, Frances & Pei-Yuan Chia Professor of Marketing at the Wharton School
“The most useful field guide ever written on how to drive customer behavior online.”
Jay Baer, New York Times Bestselling Author of Youtility
A peek at what’s inside.
Conversations
When a customer discovers your business, it starts a journey of wisdom and possibility. Together, let’s explore how to make the most of each interaction with them, no matter how small.
Let’s Talk
Starting Simple
Ask Questions
Embrace Human Nature
Take a Hint
Guide the Conversation
Relationships
A thriving company is built on meaningful bonds with customers, not fleeting transactions. Let's talk about thoughtfully assessing the relationships you've made and nurturing those with the most potential.
Let’s Talk About Your Friends
Knowing Where Things Stand
Meet Better People
Accept People from Who They Are
Make It Work or Say Goodbye
Guide the Conversation
Listen to the Right Voices
Get Out There
Self-Improvement
Real relationships are a two-way street, so we must look inside and evolve ourselves. I'll share hard-learned lessons on improvement while accepting that beauty is in the trying, not attaining perfection.
Let’s Talk About You
Take Small Steps Forward
Try a Career in Politics
Unleash the Testers
Be Faithful but Not Blind
Field a Winning Team
“A must read with an impressive combination of practical advice and vision.”
Michael Clarke, Director of Product at Shopify
“Converted explains how to make better marketing business decisions. Essential reading for anyone seeking returns from their growing investments in their data.”
Frank Cespedes, Senior Lecturer at Harvard Business School and Author of Sales Management That Works
“Neil offers real-world examples and tangible ways to better understand your customers, create a culture around them, and empower employees to make great decisions.”
Aimee Johnson, Chief Marketing Officer at Zillow Group
Go ahead and prove me wrong.
You think this is just another flaky marketing book, don't you? I dare you to read the first few pages and tell me if it doesn't grab you by the collar and shake up how you see your customers.
Tried, tested, trusted.
Can you ask for anything better than readers who found a home in your words, and saw the value of building lasting customer relationships in their own efforts?
Excited to dig into Neil Hoyne's new book: Converted! Learn how you too can use data to grow your business by one of the industry's top players.
Jonah Berger
Marketing Professor, The Wharton School
Anyone working in data or sales should read this book, available on Amazon. It's the first data book that ever made me laugh, and it's written by the best: Neil Hoyne. Neil taught me so much when I was at Google and I'm so so honored to be mentioned in the book!! Blushing over here!!!
Sarah Evangeline Norman
Team Lead - Enterprise, TikTok
I recently read Neil Hoyne's book, "Converted: The Data-Driven Way to Win Customers' Hearts," and what is interesting to me is that the book talks about data, but it mostly talks about the lost art of really focusing on doing the right thing for your customers, listening to them and adjusting your business to meet their needs.
So yes, quantitative and qualitative analytics are important, but there is nothing more powerful than picking your head up and engaging with your customers.
Amber Carpenter
VP of Product, VTrips
I would highly recommend this read for anyone needing some inspiration on where to start on revamping your #marketingstrategy.
I can strongly recommend Converted by Neil Hoyne. It is definitely worth your time if you actually want to develop relationships that last with your customers!!
Anders Christoffer Jensen
Digital Portfolio & Deployment Manager, IKEA
I love Neil Hoyne's new book, Converted. It is geared towards winning customers' hearts, but if you know anything about me you know I'm deeply passionate about winning employee's hearts. How to lead your teams through changes, to supercharge your team's performance, to be the best we can be. And this book delivers - blending behavioral science with stories and data and common sense.
Russell Raath
Founder, The Ambition Company
Neil Hoyne, chief measurement strategy officer crushed it and shared amazing insights from his new book, "Converted" -a must read.
Jo Ann Herold
Expert in Residence, Georgia State University
We don’t need a huge CRM when a spreadsheet will do.” Neil Hoyne from Google dropping counter-intuitive truth bombs in his outstanding book “Converted”
Jason Skinner
Director of Marketing, University Surgical
Converted might just be the simplest explanation I've ever read of the reason to focus on customer relationship marketing over everything else in B2C.
Rony Vexelman
VP of Marketing, Optimove
Neil Hoyne wrote a terrific book about what he has learned in coaching thousands of organizations to build their business around long-term customer relationships via the smart use of data. If you are tasked with building a world class customer-centric marketing organization, I would highly recommend picking up your copy of Converted.
Matt Rogers
Head of Industry, Travel - Google
I read this book on a beach. On vacation. It's that much of a page turner. Nearly every page has a memorable story or an actionable tip. It's written in a really accessible way, but chock full of insights and data-supported concepts. If you are trying to acquire, engage and/or retain customers--you should definitely read Converted
Robbie Kellman Baxter
Author, The Membership Economy
I've worked with Neil for years at Google. He is one of the absolute smartest people I know and his advice has helped hundreds of companies delight customers and grow profitably. I got the book today and devoured it. If you read only one business book this year, this is the one!!!
Nicolas Darveau-Garneau
Chief Strategy Officer, Coveo
This couldn't have come at a better time where measuring and converting customers has become more complex than ever. Thank you!
Ramy Mora
Chief Revenue & Marketing Officer, Unagi
Amazing! And, if you haven't done it yet.. take a look at Neil Hoyne's new book: Converted: The Data-Driven Way to Win Customers' Hearts
Gina Chen
VP of Growth Marketing, Big Panda
Across the See-Think-Do-Care model, the most egregious oversight is around Care. How to identify your best customers, how to engage them, how to find many more. I am so, so, excited about Neil Hoyne's book. It is your roadmap to turbocharged profits! BUY!
Avinash Kaushik
Chief Strategy Officer, Croud
Recently finished Neil Hoyne's book, Converted: How to Apply Data-Driven Insights in Consumer Packaged Goods, have to say that this is a great read. What I really appreciate and loved is how he uses real world examples that you can apply to your dataset (that means an immediate ROI on your investment of $20 for all you marketing pros out there).
John Krohn
Consultant, Tata Consultancy
Neil makes technical concepts extremely clear through real world examples. If you know Neil or heard him speak, you can hear his straightforward (and humorous) voice throughout the book as he introduces pragmatic approaches.
Tifani McCann
Chief Data & Analytics Officer, Otsuka
Neil is an absolute genius when it comes to marketing and acquisition strategy. He knows customers better than anyone - and he knows how to measure results - which is even more important. I recommend this book for anyone who is involved in marketing OR analytics in any way, shape, or form. It will help you understand your customer and the business way more clearly!
Nicholas McCormick
Director of Analytics, Starry
Even though Neil has a heavy-data background, he blended the quantitative approach with the qualitative one.
Love the stories behind his insights, the data that supports his findings, and the practicality of this book for any marketer and C-level exec willing to move away from the spray-and-pray approach. This is a must-read!
Valentin Radu
CEO, Omniconvert
Just finished. Amazing book, Neil Hoyne. So many notes made! Congrats.
Wanda Cadigan
VP of Demand Gen & Growth, Cloudinary
The first step to never looking at your customer relationships in the same way again.
$20
Recommended list price is $27 USD, but Amazon has it on sale. Nice!