SiteOne Landscape Supply—the only national wholesale distributor in the landscape supply market and a fixture in the professional contractor ecosystem—has picked Goodway Group as its new paid media strategy partner. It’s a notable move for a 600+ location operator that has grown largely through acquisitions and regional dominance but now wants to modernize its marketing engine to match the digital sophistication of adjacent B2B sectors.

For Goodway Group, a self-styled challenger agency specializing in measurement-led growth, the partnership is a chance to flex its full-funnel media, analytics, and customer-journey muscle in a category that has historically lagged behind other B2B verticals in digital transformation. And for SiteOne, the decision signals a shift from tactical media buying to measurable, data-informed business acceleration—particularly as the company pushes deeper into pro-heavy categories like agronomics, irrigation, nursery, lighting, and hardscapes.

The partnership begins not with a buy, but with a blueprint: a multi-phase onboarding and planning program designed to unify media, data, and creative under a single measurement framework. In other words, SiteOne is trading in disparate campaigns for a clean, centralized, accountable growth operating system.

Why This Partnership Matters Now

The landscape supply market is a fragmented, service-heavy industry where purchase decisions are influenced as much by availability and local relationships as by brand equity. Historically, media investment in this category skewed conservative—focused on trade media, sponsorships, and digital point solutions with limited attribution.

But that model is straining under emerging pressures:

• Professional contractors expect digital convenience.
  They want on-demand inventory visibility, frictionless ordering, and personalized insights across desktop and mobile—fast.

• Competitors are getting smarter with audience segmentation.
  Regional players and DTC disruptors are using first-party data and vertical AI to break into categories once dominated by legacy distributors.

• Measurement gaps limit marketing performance.
  With fragmented analytics, it’s difficult to tie media spending to outcomes such as revenue, retention, and customer lifetime value.

Goodway Group’s pitch, according to both sides, was less about channel execution and more about tearing down these silos.

“SiteOne has an ambitious vision for growth,” said Paul Frampton-Calero, CEO of Goodway Group. “We’re excited to help modernize its media strategy, connecting every investment to measurable outcomes and building scalable pathways for B2B audiences.”

That emphasis on measurable business impact—not impressions or click-through rates—aligned with SiteOne’s evolving priorities.

“We were looking for more than a media buyer,” said Erin Edstrom, Vice President of Integrated Marketing at SiteOne. “Goodway Group demonstrated that from the start. Its approach to uncovering consumer insights, passion for accountability, and customer-first approach were clear differentiators for us.”

Inside the Partnership: Media as a Business Lever, Not a Cost Center

Goodway’s work with SiteOne will include several strategic components that point toward a deeper transformation:

1. Competitive Market Analysis

SiteOne competes across multiple local markets with drastically different dynamics. What works for irrigation buyers in Arizona isn’t what moves hardscape contractors in Michigan. Goodway’s role includes dissecting these differences and mapping out where media can influence revenue at the category and location level.

2. Budget Scenario Modeling

For an enterprise with hundreds of branches, spend allocation is more complex than shifting dollars between channels. It requires modeling:

• regional category maturity

• customer mix (residential vs. commercial pros)

• historical seasonal cycles

• supply chain constraints

• competitive intensity

Goodway’s models are intended to help SiteOne understand where incremental spend yields incremental profit—something the brand has struggled to quantify in the past.

3. Full-Funnel Measurement Framework

The core of the engagement is a measurement redesign meant to tie upper-funnel brand activity to lower-funnel revenue and contract value. This includes:

• Unified KPIs across categories

• Multi-touch attribution for B2B buyer journeys

• Connection of media outcomes to CRM and sales data

• Insights on audience conversion paths

In practice, this means that if a lighting contractor in Denver sees a brand video, downloads a spec sheet three weeks later, and places a bulk order two months after that, SiteOne will actually be able to see the influence of its media spend on the deal.

3. Customer Journey Simplification

Professional contractors move quickly and often default to the distributors who save them time. SiteOne wants to build loyalty not by broadcasting more ads but by removing friction from discovery, ordering, and service. Goodway’s role here includes:

• Identifying attention breakpoints

• Creating clearer paths between interest and purchase

• Personalizing messaging by professional segment

• Coordinating creative and data to reduce noise and increase conversion

In short, the agency is trying to engineer repeatable, scalable loyalty rather than one-off wins.

What Makes This Partnership Different?

Most agencies in SiteOne’s space focus on digital execution—programmatic, paid search, or social. But Goodway is positioning itself as a transformation partner, emphasizing measurement-driven modernization and full-funnel accountability.

A few factors make this move stand out:

A Step Toward B2B Media Maturity

The pro landscape market is not traditionally a hotbed of cutting-edge media strategy. Bringing in an agency known for sophisticated measurement frameworks signals SiteOne’s intention to modernize the category.

A Tight Connection Between Media and Revenue

SiteOne is not just funding ads—it’s building a system where media and revenue performance are threaded together. That shift mirrors what we’re seeing across B2B sectors like manufacturing, logistics, and construction technology.

The Timing Is Ideal

With digital adoption rising among contractors, and the industry facing supply chain challenges and competitive disruption, the opportunity to use smarter media to shape loyalty is larger than it was even two years ago.

The Market Trend: B2B Brands Race to Modernize Media

Goodway’s win reflects a broader shift in B2B advertising. As AI-powered analytics, intent data, and first-party data standardization accelerate, B2B brands are rethinking how they track and optimize customer journeys.

Three trends stand out:

1. AI-Driven Personalization Moves from Luxury to Necessity

Even in a traditionally analog industry like landscaping, professional buyers expect Amazon-level predictability. AI helps:

• anticipate demand cycles

• identify at-risk accounts

• segment by project type

• recommend inventory and services

This context makes Goodway’s measurement-first approach appealing to enterprises like SiteOne.

2. Media Investments Require Board-Level Proof

Marketing budgets are under more scrutiny than ever. Agencies that can demonstrate revenue impact—not just awareness—are winning more RFPs.

3. The B2B Buyer Journey Has Become Nonlinear

Buyers toggle between research, peer reviews, mobile ordering, onsite needs, and relationship-based decisions. Measurement-driven orchestration becomes critical. The buyer is in control; the brand needs the analytics to keep up.

Potential Outcomes: What This Could Mean for SiteOne’s Future

While the partnership is still in its early stages, several strategic outcomes appear likely:

1. Stronger Category-Level Growth

With clearer insight into category-specific opportunities—nursery vs. hardscapes, irrigation vs. lighting—SiteOne may uncover pockets of growth previously hidden in fragmented data.

2. More Efficient Media Spend

Scenario modeling could shift SiteOne from broad, national messaging toward precision-located, category- and customer-specific activation.

3. Better Contractor Retention

Simplifying the contractor journey is one of the highest-impact levers in the pro supply market. Improved experience and personalization tend to drive disproportionate repeat purchases.

4. A More Modern, Scalable Marketing Engine

If SiteOne integrates Goodway’s measurement frameworks across its growing network, it could build one of the more sophisticated B2B media infrastructures in its sector.

A Win for Goodway, A Signal to the Market

For Goodway Group, this client win reinforces its positioning as a challenger agency focused on measurable growth. In a landscape where many agencies still sell impressions, Goodway sells outcomes quantified through data, analytics, and customer understanding.

For SiteOne, it marks a milestone in its marketing sophistication journey—an intentional shift toward a long-term, measurable, tech-enabled strategy designed to support both organic growth and acquisition-driven expansion.

As professional contractors increasingly expect digital precision and frictionless service, this is the kind of transformation that will separate the legacy distributors that thrive from the ones that get disrupted.

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