Peter Dickinson: Driving Growth and Innovation in Digital Marketing and Business Strategy

Peter Dickinson: Business Growth Strategist and Founder of KUB Digital Marketing

Peter Dickinson is a distinguished business coach, strategist, and the founder of KUB Digital Marketing and Vision2Success. With a career spanning over 45 years, Peter has guided over 600 companies across various sectors, specialising in business transformation and sustainable growth. Under his leadership, KUB Digital has evolved to offer Fractional CMO (FCMO) services for B2B companies, providing tailored strategies that help businesses accelerate their success.

Driven by a commitment to empower entrepreneurs, Peter also launched Vision2Success as a free resource for business owners seeking expert guidance without the expense of traditional consulting services. His work combines strategic insight, hands-on marketing expertise, and a purpose-driven approach, helping businesses differentiate themselves and thrive in today’s competitive digital landscape.

Peter Dickinson, founder of KUB Digital Marketing Agency and Vision2Success, has spent decades guiding businesses to success, transforming not only their strategies but their mindsets as well. With a career spanning over 45 years, Peter has developed a unique perspective on business growth, adaptability, and the power of knowledge-sharing. His ventures, KUB and Vision2Success, are testaments to his passion for empowering companies, providing them with both strategic insights and practical resources to thrive in an increasingly digital world.

Building KUB and Vision2Success: A Journey Fueled by Purpose

Peter’s journey into the digital marketing world began with KUB, which stands for “Knowledge Underpinning Business.” Initially launched as a business coaching service in 2001, KUB evolved in response to market demands, transforming into a full-fledged digital marketing and technology consultancy. With his daughter, Charleh Knighton, joining in 2014, KUB expanded to offer Fractional Chief Marketing Officer (FCMO) services, primarily supporting B2B companies in achieving measurable growth.

“KUB has always been about empowering businesses with knowledge,” Peter explains. “Over the years, we saw a need for accessible resources that could guide companies in digital marketing and strategy. Vision2Success was born from this need—it’s our way of giving back to businesses that may not have the budget for full consulting services.” Today, Vision2Success provides free workshops, online courses, and other resources to support businesses of all sizes.

Key Challenges and Solutions in Business Growth

Having worked with over 600 companies across various sectors, Peter has encountered a common issue: many businesses struggle with lead generation. “Most companies we work with are good at selling their services, but generating leads is where they hit a wall,” he says. This issue is particularly prevalent among companies that have traditionally relied on word-of-mouth referrals.

To address this challenge, Peter and his team at KUB focus on building sustainable marketing strategies tailored to the client’s unique needs. This often involves crafting a clear and compelling value proposition, ensuring that each marketing effort aligns with the company’s long-term goals. “Lead generation isn’t just about quantity; it’s about quality and consistency,” Peter explains.

A Foundation Built on Purpose: Understanding the “Why”

Central to Peter’s approach is understanding a business’s “why”—its core purpose. Inspired by Simon Sinek’s “Start with Why” and Jim Collins’ “Hedgehog Concept,” Peter encourages clients to identify what sets them apart and the deeper value they bring to their customers. “Purpose goes beyond profit. It’s about making a real difference in your sector and meeting the unique needs of your clients,” he notes.

This focus on purpose-driven strategy has allowed KUB to stand out in the crowded digital marketing landscape. Peter’s commitment to meaningful differentiation is evident in KUB’s transformation from a traditional marketing agency to a specialised FCMO service, where each client benefits from the expertise of a dedicated team rather than a single generalist.

Strategies for Lasting Success

Peter is a proponent of blending long-term vision with short-term action. “Have a clear picture of what needs to be done in the long run, but ensure that every short-term decision supports that vision,” he advises. This balanced approach allows businesses to be agile while staying true to their overarching goals. In today’s fast-paced digital landscape, this blend of adaptability and consistency is vital for sustainable growth.

Essential Tactics for the Modern Digital Landscape

Peter’s strategic approach has evolved to keep pace with a rapidly changing digital environment. He highlights three essential tactics for modern businesses:

Leveraging AI tools where appropriate to streamline processes and improve customer insights.
Maintaining a consistent brand presence that resonates across platforms.
Aligning purpose, value proposition, and messaging with customer needs and market demand.

“Marketing is constantly evolving, and AI is shaping how we approach data and customer engagement,” Peter explains. “But the core principles—clear messaging and a focus on value—remain the same.”

Vision2Success: A Platform for Empowerment

Vision2Success has become a cornerstone of Peter’s mission to empower businesses through accessible learning. With free workshops, e-learning, and additional resources, the platform aims to support business owners and employees, even if they can’t afford KUB’s full suite of services. “We’re committed to supporting those who are just starting out or may not have access to the resources larger companies do,” he says. “There’s no catch—our goal is to build better, more capable business owners.”

This commitment to education reflects Peter’s deep-seated belief in the value of knowledge-sharing. “With better-trained staff and the right campaigns in place, even smaller businesses can achieve significant growth,” he adds.

Looking Ahead: The Future of Digital Marketing and Business Growth

As the digital landscape continues to evolve, Peter remains focused on helping businesses adapt. “Predicting five years ahead in digital marketing is challenging, especially with AI advancing at such a pace,” he says. Despite the uncertainties, Peter believes that businesses that invest in adaptability and continuous learning will be best equipped for future success. “Stay flexible, stay informed, and keep your strategy aligned with real market needs,” he advises.

A Legacy of Empowerment and Strategic Insight

Peter Dickinson’s career is a testament to the power of purpose, adaptability, and strategic foresight. Through KUB and Vision2Success, he has built a legacy of empowerment, providing companies with the tools and guidance they need to thrive. As he continues to support businesses in navigating the complexities of digital marketing, Peter’s commitment to knowledge-sharing and community growth remains unwavering.

For those interested in learning more or booking a consultation, visit KUB Digital or Vision2Success.

Q&A with Peter Dickinson:

Insights on Digital Marketing, Strategy, and Growth

Q: What inspired you to start KUB Digital Marketing and Vision2Success?
Peter Dickinson: KUB started as a business coaching service in 2001, and over time it naturally evolved into what it is today due to demand for digital marketing expertise. With Vision2Success, I wanted to create a platform that would give back to business owners who need support but might not have the resources for full consultancy services. It’s all about empowerment and providing knowledge to help businesses thrive.

Q: In your work with over 600 companies, what are the most common challenges you see, and how do you help them overcome these?
Peter Dickinson: Lead generation is a common hurdle for many businesses. While they may have strong sales skills, generating consistent leads is challenging, particularly for those who rely on word-of-mouth. We help by building sustainable marketing strategies that focus on quality and consistency, aligning each marketing effort with the client’s long-term goals.

Q: You place a strong emphasis on understanding a business’s “why.” Can you explain why this is so important?
Peter Dickinson: Knowing your purpose shapes everything—from the message you share to the clients you attract. A clear “why” helps businesses align their goals and strategies with genuine value, making them stand out in their industry. It’s about creating impact, not just profit.

Q: What are some strategies you use to help businesses differentiate themselves from the competition?
Peter Dickinson: A major part of our differentiation strategy involves shifting KUB to offer Fractional CMO services. By working as a team of specialists, we provide a depth of expertise that a single generalist can’t offer. We focus on crafting solutions that meet unique client needs and provide standout value.

Q: What are the top three marketing tactics you believe are essential for growth in today’s landscape?
Peter Dickinson: First, leveraging AI where appropriate can transform insights and efficiency. Second, a consistent and strong brand presence is crucial. Lastly, ensuring that the purpose, value proposition, and message align with what customers truly need is essential for engagement and growth.

Q: Vision2Success offers free workshops and resources—how do these support business owners?
Peter Dickinson: Not every business can afford a full consulting service, so Vision2Success provides the basics through free resources. Our workshops and courses give business owners the tools they need to manage and grow on their own terms. It’s about leveling the playing field, enabling more people to succeed.

Q: Looking ahead, how do you see digital marketing evolving, and what should businesses prepare for?
Peter Dickinson: It’s hard to predict beyond a year, especially with the rapid advancement of AI. However, the best advice I can give is to stay adaptable and keep up with tech developments. Investing in continuous learning and flexibility will prepare businesses for whatever comes next.