How Phunware Unlocked Hidden Revenue with Petavue

TABLE OF CONTENTS

Overview

Phunware (NASDAQ: PHUN) is an Austin‑based provider of location‑based software and mobile engagement solutions known for blue‑dot indoor way-finding and visitor experience apps in sectors like healthcare and hospitality.

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Austin, Texas.

INDUSTRY

Software

Over time, Phunware’s HubSpot database ballooned to more than 500,000 contacts and 130,000 organizations. It became a maze. Campaigns overlapped, automations conflicted, and the team spent more time managing data than using it. Reports slowed down, lead scores stopped making sense, and every quarter began with the same question: Can we even trust our data?

At Phunware, we operate in complex ecosystems; hospitals, stadiums, airports, each with long buying cycles and unique data signals. Our systems needed to reflect that complexity, not hide it.

— Peter Zaballos

But this wasn’t just an operational mess; it was a strategic blind spot.

Hidden inside that massive CRM were warm prospects, dormant deals, and past customers who still perfectly fit Phunware’s ICP. However, the inability to make sense of it and find those ICP was almost impossible.

That’s when Petavue stepped in. By reconstructing understanding across fifteen years of disconnected data, Petavue transformed static records into a living intelligence system the Phunware team could finally act on.

Impact TL;DR:

Turned 15 years of legacy HubSpot data into actionable pipeline intelligence.
Aligned Sales and Marketing around verified ICPs.
Delivered measurable revenue traction from reactivated healthcare and enterprise accounts within the first campaign cycle.

The Challenge

At Phunware, Peter and his team had inherited a complex HubSpot environment shaped by years of product launches and enterprise campaigns across hospitals, airports, and stadiums. Each initiative added layers of data — contacts from RFPs, pilot projects, and marketing partnerships, that made it nearly impossible to see where genuine pipeline potential existed.

We weren’t short on data. In fact, we were drowning in it. The hardest part was separating what mattered from what didn’t.

— Peter Zaballos

Like many fast-growing tech firms balancing B2B and enterprise sales motions, Phunware’s data told too many stories at once.

15 years of campaigns had layered overlapping fields, outdated workflows, and unused lists.
Leadership and process changes left inconsistent ICP definitions and scoring models.
Manual cleanup wasn’t feasible - “no human could have gone into that and started unlocking value.”

The Petavue Process

1. Data Unification

Petavue connected directly to Phunware’s HubSpot database with 500K+ contacts and 130K+ organizations.
Consolidated fragmented lists, imports, and automations into one governed layer.
Resolved duplicates, restored missing fields, and standardized key terms like engaged contact and active opportunity.
Created a single, reliable foundation for all subsequent analysis.

2. Data Assessment

Audited fifteen years of historical data for accuracy and engagement health.
Flagged inactive segments, outdated scoring logic, and missing values.
Verified every contact, campaign, and activity field for consistency.
Gave visibility into what could be trusted and what needed repair.

For the first time, we could look at our HubSpot data and say, ‘Yes, this part is real, this part isn’t.’ That confidence changed how we planned campaigns.

— Peter Zaballos

3. Verifiable Reporting

Enabled the team to ask direct, business-focussed questions on their data in natural language.
Example: “Which contacts fit our current ICP and show recent engagement worth pursuing?”
Petavue’s AI translated each question into an auditable analysis plan before running it.

4. Actionable Insights Delivery

Combined behavioral signals (reply depth, call frequency, web sessions) to produce a verified opportunity list.
Sales used it to focus outreach on active prospects; marketing refined campaigns based on real data.
Every recommendation was traceable, building lasting trust in the insights.

Petavue didn’t just give us a list; it gave us context on why these accounts mattered, how they were behaving, and what to do next.

— Peter Zaballos

The Impact

1. Clear ICP Visibility

Petavue revealed which engagement patterns consistently led to closed-won deals.
High-value signals included repeat visits to healthcare case studies, extended time on demo pages, and rapid responses to pricing inquiries.
These insights reshaped Phunware’s ICP and guided new budget priorities for the next quarter.

2. Faster Time to Value

Petavue identified ready-to-engage accounts hidden inside Phunware’s 500K-contact HubSpot instance.
The team launched a pilot focused on healthcare systems exploring indoor navigation tools, testing insights directly in the market.
Early wins gave Sales immediate proof that the data was actionable, not just clean.

3. Sales–Marketing Alignment

Marketing used Petavue’s findings to craft A/B messages around visitor-experience ROI.
Sales tracked which executives re-engaged after seeing those campaigns, closing the feedback loop in real time.
Daily huddles shifted from arguing over metrics to reviewing verified outreach lists and campaign results.

We didn’t need a six-month rollout. In a few days, we had a list Sales could work and they closed from it.

— Peter Zaballos

The Takeaway

For Phunware, the real takeaway wasn’t just a report or a metric. It was how Phunware’s go-to-market process evolved week after week.
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Before Petavue, every campaign began with uncertainty: who to target, what to test, how to justify the spend. Afterward, each week started with a clear plan and ended with verified outcomes.
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The impact was steady and measurable - greater focus, stronger alignment, and more opportunities of growth.

Our sales huddles stopped being about if the numbers were right and started being about what was working. That’s a big shift towards being data-driven.

— Peter Zaballos

Phunware

How Phunware used Petavue to assess over 500k contacts and find new growth opportunities