Object First
External web team for the vendor: 50+ landing pages in 6 languages, layered bot protection on every form and +291% bookings YoY - up to January 2026, when Veeam acquired the company
For two years we ran the entire landing page infrastructure behind Object First's paid traffic, webinars and content - up to January 2026, when the company was acquired by Veeam.
- Industry
- B2B SaaS · data protection (Veeam ecosystem)
- Location
- United States + EU
- Profile
- Embedded web team on retainer
- Timeline
- June 2024 - January 2026 (~2 years)
Challenge
Object First was scaling demand fast through PPC, webinars and content, and the landing page infrastructure had to keep up: a new page for every campaign, in several languages, with clean lead hand-off to Salesforce and Pardot and correct attribution. At the same time the paid traffic problem of the security niche kept growing - bots and junk leads that burned budget and clogged the funnel.
Strategy
We embedded as an external web team with steady capacity and a daily sync with the client's marketing and PPC teams. The point was not to ship a website but to keep a living conversion system running: a library of reusable components, one landing page template, layered lead protection and end-to-end tracking built into every page by default.
- Every new landing page was built almost from scratch - slow campaign launches
- Paid traffic brought in a stream of junk leads from bots - money down the drain
- Marketing did not trust the numbers in the funnel
- Lead hand-off and click to lead to deal attribution were incomplete
A landing page for paid traffic is not just a page. It is the first filter for lead quality and the one place where you cannot afford to lose a single submission.
What we did, by channel
- 50+ pages: PPC landing pages, webinars (Monthly Product Demo), event registrations (VeeamON Tour), gated video, quizzes
- 6 languages: EN / DE / FR / ES / IT / PT-BR
- One shared template plus a brand refresh across the whole library
Why: With one template a landing page ships in hours, so PPC launches campaigns without waiting on development.
- Custom email OTP verification
- Honeypot traps: decoy fields, detection of submits that come in too fast
- Cloudflare Turnstile CAPTCHA and a block on loading the page in an iframe
Why: Junk leads from bots were the top priority for PPC. The layered defense cut the noise without hurting conversion for real users.
- Forms → Object First API → Salesforce + Pardot/Marketo
- Zoom for webinars; GTM events + GA4
- SegmentStream and cross-device attribution (e-hash)
Why: Marketing needs the full click to lead to deal picture and a clean nurture flow in Pardot - without it there is no revenue attribution.
- Quizzes built on InputFlow
- VMCE practice exam: 30 questions with result sharing to LinkedIn
- NIS2 and Ransomware Resilience quizzes
Why: An interactive step qualifies a lead better than a static form, and sharing to LinkedIn adds organic reach.
- Form refactor: validation, debounce, timeouts, fallback when the CDN fails
- Core Web Vitals in the green
- Supply chain: third-party JS moved to controlled hosting
Why: A landing page is the entry point for paid traffic, so a broken form is a direct loss. Not a single registration gets lost.
A closer look
Project numbers
The metrics are real; some are under NDA and shown in a call.
What did not work and the risks
The decisions we rejected and the risks we planned for in advance.
- The 2FA pages became a target themselves: OTP cut the junk, but bots switched to attacking it, so we had to layer honeypots and CAPTCHA on top. Lead protection is a process, not a one-off feature.
- Dependency on third-party CDN libraries: after an incident that took the registration form down, we added timeouts and a fallback so an external failure cannot break conversion.
- Supply chain hygiene: third-party JS served from a public repository is a risk - we found it and moved it to controlled hosting.
Takeaway
For two years we ran the whole conversion infrastructure of Object First - from landing pages in 6 languages to layered lead protection and end-to-end tracking. Over that period the client grew several times over (+291% YoY bookings, Q3 2025) and in January 2026 was acquired by Veeam, the global leader in data protection. For us it confirms the embedded web team model: not a one-off website, but a living system that keeps up with a fast-growing B2B marketing team.
“The Bankai team just closes questions. We come in with something custom and they immediately suggest a better way to do it. That is why we have been working together for years now.”
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