The Challenge
360 Advanced is a leading U.S.-based cybersecurity and compliance audit firm that helps organizations navigate complex security, risk, and regulatory requirements. With nearly 20 years of experience, 360 Advanced provides cybersecurity compliance and assessment services across leading frameworks and standards, including SOC 1, SOC 2, SOC 3, HITRUST, ISO 27001, PCI DSS, CMMC, FedRAMP, StateRAMP, HIPAA, and other cybersecurity and compliance programs.
Prospective clients often arrive on the 360 Advanced website with a specific compliance question or business need. They may be comparing cybersecurity frameworks, determining which audit or assessment their organization requires, researching the cost and timeline of a SOC 2 or other compliance engagement, or evaluating whether 360 Advanced is the right audit and compliance partner for their organization.
The problem was what happened next.
“We wanted another lead-generation channel for the website that didn’t require a prospect to fill out a form and wait for a callback,” said Keith Frechette, Director of Marketing at 360 Advanced. “A lot of our visitors show up with a specific question, such as whether we can help with ISO 27001 or SOC 2, and we wanted a way to engage them right then.”
Before Navu, those visitors had limited options. If they were not ready to submit a traditional contact form, the opportunity could disappear into anonymous website traffic or sit in a generic form queue.
360 Advanced wanted the website to actively participate in the sales process by answering questions, connecting prospects with a live person when appropriate, and capturing opportunities when nobody was available.
The Solution
360 Advanced deployed Navu as an AI-powered engagement layer across its website, then connected it to the systems its sales and marketing teams already used.
That integration was a major part of the appeal.
“Honestly, it’s how seamlessly it plugs into tools we already use, like HubSpot, Teams and OneTrust,” Frechette said. “We didn’t have to give our BDR team another dashboard to babysit.”
Live conversations route directly into a dedicated Microsoft Teams channel, allowing the BDR team to respond from a workflow they already know. Navu also connects website activity with HubSpot, helping 360 Advanced identify when existing contacts are actively engaging with the site.
“The real-time tracking and analytics are excellent,” Frechette said. “You can see in real time which site visitors engaging with the site are already contacts in our system, which gives our BDRs extra opportunities to reach out and book meetings.”
During business hours, a visitor can be connected with Sales. Outside those hours, Navu can still capture the visitor’s information and the context behind the conversation.
The implementation also required more than simply switching on an AI assistant.
“Not everything a visitor asks is already on your website, so you have to get creative,” Frechette explained. “Navu worked directly with us on that. We were able to roll out a solution quickly and get it working well.”
Navu has even become a resource for 360 Advanced’s own sales team. BDRs and AEs use it to pull answers from the company’s live website content when they need information quickly during a call.
The Results
What began as a test became something much more measurable.
“How fast it went from a test to a real, trackable revenue channel” was what surprised Frechette most. “The time from when we launched to our first lead, and then our first closed-won deal, was about six months, which was pretty impressive.”
Navu is now tracked internally as its own lead source alongside channels such as referrals and partner leads. Frechette says it has already paid for itself several times over in closed pipeline.
But the value is not limited to visitors who convert immediately.
One prospect was already in the middle of a 12-page evaluation journey when they asked Navu:
“when should I use hitrust vs soc 2”
“Choosing between HITRUST and SOC 2 depends on your industry, client requirements, and compliance goals.
HITRUST is often preferred for organizations handling sensitive health information (PHI). It is a prescriptive certification with a defined methodology, making it a ‘gold standard’ in healthcare. It helps remove the guesswork by providing specific controls and a formal certification.
SOC 2 is an attestation report focused on Trust Services Criteria (Security, Availability, Processing Integrity, Confidentiality, and Privacy). It is highly flexible and widely recognized across all industries, especially for SaaS and technology providers.
Many organizations choose a SOC 2 + HITRUST converged assessment to satisfy diverse stakeholder requirements efficiently.”
The visitor clicked the link Navu provided and continued researching across the site. They then returned for multiple future sessions.
For a complex service like compliance, that matters. Prospects may need to evaluate multiple frameworks and consume significant information before they are ready for a sales conversation. Navu allows 360 Advanced to assist during that research instead of simply waiting for a form submission.
It has fundamentally changed what the website can do.
“It turned our website from a static, read-only page into something that is actually working for us around the clock,” Frechette said. “During business hours, chats get routed live to our Sales team in Teams; outside those hours, Navu still captures the visitor’s information and context so nothing falls through the cracks.”
What it Means
For 360 Advanced, Navu is not just an AI assistant sitting on the website. It is part of the company’s lead-generation infrastructure.
It answers questions while prospects research, brings Sales into the conversation at the right time, captures context when the team is unavailable, and connects website engagement with the systems 360 Advanced already uses to manage revenue.
As a result, the website has become an active, reportable channel.
Now, 360 Advanced’s team can:
- Engage prospects during long and complex evaluation journeys
- Route high-intent conversations directly into existing BDR workflows
- Connect website engagement with HubSpot contacts and sales activity
- Track Navu as a distinct source of leads, pipeline, and closed business
For Frechette, one of the biggest lessons is to use Navu actively rather than just setting it and forgetting it.
“I would tell them to actually turn on the live chat piece and not leave it as a passive widget, since that is where the value is,” he said. “The setup took some back-and-forth with the Navu team to get the Teams routing and BDR workflow right, but their support was responsive throughout, and it has already paid for itself several times over in closed pipeline.”
The result is a simple shift in how 360 Advanced thinks about its website.
“It is a low-lift addition that gives your site an actual job to do,” Frechette said.
This case is one example of how Navu boosts lead conversion by helping B2B companies make their websites smarter and more responsive to visitor needs. Want to learn more? Read about how Sidebar users are 4.7x more likely to convert.
Learn more about 360 Advanced on their website or on LinkedIn.
