In 2021, Professor John Dawes of the Ehrenberg-Bass Institute introduced the 95:5 Rule, a simple but powerful concept that challenged conventional thinking in B2B marketing. In his research, John showed that up to 95% of buyers are not in the market in any one time (and perhaps won’t be for months or years). As he

Marketoonist | 'Tom Fishburne' Cartoon Powered Marketing

15.07.2025

Social-First Marketing cartoon - Marketoonist | Tom Fishburne

In 2013, I drew a cartoon with an executive telling his colleagues, “I support word-of-mouth marketing, just as long as we tightly control exactly what they say.” That tension of control and letting go has long been a tricky one for marketers to navigate, both inside and outside a company. I’ve been thinking about that

Marketoonist | 'Tom Fishburne' Cartoon Powered Marketing

29.07.2025

Networking cartoon - Marketoonist | Tom Fishburne

In 2012, the default generic introduction message on LinkedIn was “Since you are a person I trust, I wanted to invite you to join my network on LinkedIn.” Since that greeting was often sent to people they’d never met (let alone trusted), it inspired me to draw a cartoon about a guy saying this greeting

Marketoonist | 'Tom Fishburne' Cartoon Powered Marketing

08.08.2025

Digital and AI Upskilling cartoon - Marketoonist | Tom Fishburne

There’s a funny old observation on data analytics from Duke professor Dan Ariely from 2012 or 2013: “Big data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.” I’ve been thinking about that in the

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Marketoonist | 'Tom Fishburne' Cartoon Powered Marketing

Marketing

B2B Marketing and the 95:5 Rule cartoon - Marketoonist | Tom Fishburne

Social-First Marketing cartoon - Marketoonist | Tom Fishburne

Networking cartoon - Marketoonist | Tom Fishburne

Digital and AI Upskilling cartoon - Marketoonist | Tom Fishburne

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Marketoonist | 'Tom Fishburne' Cartoon Powered Marketing