The challenge

TrustArc is a leading privacy software company - the experts enterprises turn to when they need to navigate the increasingly complex web of global privacy regulations. Their SaaS platform helps customers operate their business while staying compliant across multiple jurisdictions and geographies. But behind the scenes, their top-of-funnel experience wasn't quite as sophisticated as their product.

Before Warmly, TrustArc was relying on a chat vendor that routed every website conversation to an offshore team. Visitors who landed on the site - regardless of which page, regardless of their intent - were greeted with the same generic chat experience, funneled through the same basic qualifying questions, and forced into a slow back-and-forth before ever getting a chance to book a meeting with sales.

The team knew they needed to cut out the middleman. They wanted to remove that layer of friction, automate the experience, and create more customized journeys based on where someone was in the buying cycle. Most importantly, they needed to let prospects book meetings directly - no gatekeeping, no delays.

Generating both more leads and higher-quality leads was the #1 bottleneck for Conversion's GTM team. Existing prospecting tools like Apollo or Clay provided volume, but missed the high-intent accounts and leads visiting their site. AEs we're wasting their time chasing low-intent, non-converting leads instead of being able to connect with and sell to high-intent buyers.

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"The same chat [was] loaded for everybody, regardless of what landing page they landed on. And then it was sent to the offshore team."
- Jon Barger, VP of Revenue Operations, TrustArc

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There was also a quality problem. The offshore model wasn't doing much to filter out the noise. Unqualified visitors, support requests, and outright spam were landing on sales reps' calendars - wasting their time and eroding deal velocity.

The Solution

TrustArc partnered with Warmly to rebuild their top-of-funnel chat experience from the ground up. With Warmly, the team built distinct chat workflows tailored to each stage of the buyer journey:

• Demo request pages - visitors who arrive ready to convert get a streamlined path straight to booking
• Versus competitor pages - visitors comparing options get messaging that speaks directly to their evaluation mindset
• Catch-all flows - every other visitor gets a customized experience designed to surface what they need and guide them toward the right next step

On top of the segmented flows, TrustArc rolled out Warmly's AI chat - and quickly discovered an unexpected benefit: spam filtering.

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"We can use the AI chat to then ask qualifying questions, and before a meeting link is even presented, we can kind of ask the final qualifying question just to make sure - what is the intent of your meeting? And then based off that response, it can determine: you don't actually need a meeting with sales. We're going to keep that off of sales' calendar. "
- Jon Barger, VP of Revenue Operations, TrustArc

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The AI agent filters out noise - support requests, password resets, irrelevant inquiries - without disrupting the flow for genuine prospects. The platform's flexibility meant the team could get creative, solving problems they hadn't originally set out to solve.

Implementation was iterative and collaborative. Working with their CSM in weekly syncs, the team duplicated existing workflows, adjusted AI messaging, and refined the experience based on real-world results. The clean, modern interface also visually reinforced TrustArc's identity as a tech-forward SaaS company from the moment a visitor landed on the site.
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"The CSM team is fantastic. Subject matter experts, obviously as it relates to Warmly, but I feel that their expertise in the go-to-market and top-of-funnel space is invaluable. Very valuable resource for my team as well. "
- Jon Barger, VP of Revenue Operations, TrustArc

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The Results

Since switching to Warmly, TrustArc has maintained their meeting booking rate from website visitors - while meaningfully increasing ROI.

Their previous vendor operated on a per-lead pricing model. Warmly's flat-rate structure meant that as lead volume held steady, the cost per meeting dropped - freeing up budget to reinvest in other top-of-funnel initiatives.

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"Our meeting booking rate from website visitors has remained flat from previous vendor to Warmly, which is good - because we were able to increase our ROI because our platform spend for Warmly is less than what we were spending with our previous vendor. "
- Jon Barger, VP of Revenue Operations, TrustArc

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Beyond cost efficiency, the team has seen real operational gains:

• Sales reps now have context before every call. When a meeting lands on a rep's calendar, they can see which page the prospect visited, read through the full chat transcript, and understand whether the visitor already knew what they wanted or needed more guidance.
• Spam is gone from the pipeline. AI-driven qualifying questions catch irrelevant meetings before they ever reach a rep's calendar.
• Operational overhead is shrinking. Instead of maintaining four or five separate workflows, Jon's roadmap points to a single intelligent agent that adapts its messaging based on where a visitor lands.
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"Instead of having to manage four or five workflows, I just have to manage one workflow. So that's what I'm looking forward to in the future as well. "
- Jon Barger, VP of Revenue Operations, TrustArc

TrustArc is now focused on expanding AI chat across more of their website, pulling sales into the ideation and experimentation process, and continuing to optimize conversion as they grow.