Books

Under pressure for quick results and facing fierce marketplace competition, too many marketers are boxed into spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments, and warehouses of data.

And in the end, they watch their competition sprint ahead.

But what if you built a business around long-term relationships with customers, using data to understand who they are, what they need, and where to find more customers just like them? You can. And you’ll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps.

From Neil Hoyne – Google’s Chief Strategist and Senior Fellow at the Wharton School – a simple, research-backed playbook that anyone can use to find their best customers and develop relationships that will stand the test of time.

POWERFUL LESSONS BUILT FROM CAPTIVATING STORIES

  • Understand the full value of each customer relationship

  • Use data to find and acquire more great customers

  • Engage in conversation with your best customers

  • Save the right customers and know when to let go

  • Ask the right questions to anticipate the next step

  • Leave competitors and short-term thinking behind.

PAIRED WITH A THOUGHTFUL COMPANION

To support readers on their journey, a curated collection of content is available. This includes new research-backed insights for improving marketing performance, downloadable worksheets to encourage collaboration across your own teams and answers to frequently asked questions from the author himself.

LOVED BY INDUSTRY LEADERS

“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 bestselling 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 and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania.

“The most useful field guide ever written on how to drive desirable customer behavior online.” — Jay Baer, New York Times bestselling author of Youtility

“Not just another vague invocation of ‘digital transformation’—Converted explains how to make better marketing business decisions. Essential reading for anyone seeking returns from their growing investments in their data.” — Frank V. Cespedes, Harvard Business School, author of Sales Management That Works

OTHER EDITIONS

Audiobook Narration (Penguin Random House Audio, 2022)
Korean Translation (Gilbut Publishing and Co., 2022)
Chinese Translation (China Times Publishing Company, 2022)
Portuguese Translation (Benvira, 2023)