Urban Ponics
AgriTech for luxury hospitalityGCC, luxury islands and the Mediterranean
Urban Ponics designs turnkey modular greenhouse ecosystems so luxury hotels and resorts can grow their own fresh produce on-site. Desorbitante built its B2B acquisition engine on LinkedIn, validating a high-conversion ICP among premium hospitality decision-makers in international markets.
conversion on the validated ICP (interested, meetings and referrals)
Where it all started
Urban Ponics sells a high-ticket product with a long sales cycle to a very specific segment: five-star hotels and resorts spread across the Gulf, remote archipelagos and the Mediterranean. The challenge wasn't generating contact volume, but reaching the real decision-makers inside each property (general management, F&B, sustainability) without a sales team dedicated to prospecting in each market.
The previous acquisition approach relied on generic, product-first messages from the first contact, which generated low response rates and conversations that cooled quickly. Without validated role and region segmentation, most of the prospecting effort was diluted on profiles with no real decision power.
What we built together
Services delivered
B2B LinkedIn acquisition strategyCRM and pipeline managementCopywriting and personalised messagingContinuous campaign optimisation and audience segmentation
Desorbitante designed a B2B LinkedIn acquisition system based on the Human-First framework, prioritising the founders' personal voice over a product pitch and validating the ICP through constant iteration across campaigns and regions.
- Fine segmentation by region and role, prioritising F&B and sustainability decision-makers at five-star hotels in high-value areas.
- Human-First messaging: first contact with no mention of the product, an open diagnostic question and the founders' authentic voice.
- Internal referral strategy: reaching out to junior kitchen and F&B profiles to get to the decision-maker through an internal recommendation instead of a direct pitch.
- Centralised CRM with systematic triage of every reply and follow-up through to the meeting.
Results that compound
By validating the ICP by region and role, the pool of leads worked in depth reached a 67.7% conversion rate across interested contacts, booked meetings and referrals generated, well above the rate seen in segments without this segmentation. The result confirms that combining personal messaging with precise targeting multiplies real engagement from decision-makers in a sector where reaching the right person is, in itself, the biggest commercial obstacle.
Every business is different; the system is the same: audience, relevance, consistency and measurement.
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