Three brands, one back end. And a sales team that no longer has to hunt for customers.
Pony has been an Italian leader in industrial ironing since 1958. Three businesses — Pony World, Sidi Mondial and a third brand — that had to live together without blurring into each other, and a sales operation still built on trade fairs and word of mouth. We unified the machine (one Magento 2 multisite ecommerce) and switched on lead generation. The result: organic traffic up 180% and a pipeline of inbound leads that arrive already qualified.
WHO PONY IS
Who Pony is.
Founded in 1958, Pony S.p.A. is a world reference in industrial ironing, with strong vertical integration and a plant in Inzago where production and testing both stay in house. The same group also holds Sidi Mondial, internationally established in ironing presses.
Its customers are industrial laundries, hotel chains and healthcare facilities: markets that demand high standards and made-to-measure answers. A client since 2010: a complex B2B, already alive, but fragmented across different systems and ways of working.
THE CHALLENGE
“We knew the industry. But in digital we felt lost.”
The sales managers were used to established relationships, trade fairs and word of mouth, and they could see the market shifting under their feet: competitors were holding the digital ground while they struggled to reach qualified prospects. The frustration was obvious: money spent on communication with no results, sites that did not convert, opportunities lost every day.
The request arrived sharp: “We need qualified contacts, not generic traffic.” On top of that came the technical knot: making three brands live in one platform without cannibalizing each other, and running a spare parts catalog where one wrong code means a machine standing still.
WHAT WE DID
An architecture that follows the sales logic, not the other way round.
We chose Magento 2 in a multisite and multistore configuration: three separate ecommerce sites run from a single back end, separate identities but centralized processes. The guiding idea was not technical, it was strategic: to reproduce the company’s commercial logic in digital — the brands stay recognizable, while the work behind them is shared.
We protected the SEO of each store, supported differentiated price lists without unmanageable exceptions, and unified the back end without forcing Pony to redesign the way it works from scratch. Separate by market, unify by process.
ADAM phases: Design + Amplify + Measure
Magento 2 multisite
SEO per store
ERP integration
THE EXPERIENCE
An ecommerce that thinks like a technician.
In industrial ironing the delicate part is not the machine showcase, it is the spare parts section: codes, compatibility, urgencies that leave no room for ambiguity. We designed the interface for people who know the machines but not the patterns of modern ecommerce, building paths that match the way they search: by machine, by function, by compatibility, by immediate availability.
Internal search treated as a core feature, not a detail. And a reserved B2B area designed as an operations center — order history, delivery notes and invoices, shipment status, fast reordering — because in an industrial context a machine standing still is the real UX problem to solve.
THEN, THE DEMAND
Then we switched on lead generation.
With the machine sorted, it needed filling with the right demand. Industrial B2B has long cycles, several decision makers and technical products to explain: lead generation could not be generalist. We mapped the customer journey and found that prospects were informing themselves above all on Google and LinkedIn.
From there: technical content optimized for very specific searches, CRO to turn visitors into leads, coordinated Google Ads and LinkedIn campaigns aimed at decision makers, lead scoring to prioritize the best contacts, and automated email sequences for nurturing, because in B2B most leads are not ready straight away, but they become ready if they are followed properly.
ADAM phases: Amplify + Measure
Technical SEO
CRO
Google & LinkedIn Ads
Lead scoring
Marketing automation
—
THE NUMBERS
FROM HUNTING TO A PIPELINE
Qualified traffic, not generic.
Organic traffic
+180%
on strategic keywords in the sector: qualified traffic, not generic.
On mobile
+190%
technicians browse catalogs and order directly from the field.
Pipeline
Inbound
from sporadic, barely profiled leads to a steady flow of contacts who arrive already informed.
Three brands, one back end: operational efficiency and cross-selling, without blurring the markets
3
separate brands
1
back end