Saturday, March 26, 2011

Anatomy of a (successful) Marketing Campaign

Last fall, our marketing radar picked up signals of a powerful opportunity.

We began hearing from our field teams, product management/development, partners, and even from our own internal IT team about an impending market transition. The SSL keylength of the RSA public encryption key was doubling from 1024-bits to 2048-bits.

According to the experts at F5, SSL is a cryptographic protocol used to secure communications over the Internet. SSL ensures secure end-to-end transmission and every web browser and web site worth its salt uses it.

This doubling of the keylength was imperative, the National Institute of Standards and Technology issued an edict driving conversion by January 2011.

Any website wishing to provide digital signing– anyone doing credit card transactions, for instance – would have to support the 2048 keylength.

(Hey, I am the marketing guy, OK? Learn more on the mechanics and requirements here.

The impact is huge. There is a significant increase in processing power required when you go from 1024-bit to 2048-bit, and webs sites performance takes a hit when key sizes increase, regardless of the platform or vendor.

Our product/solution teams had a solution.

Offloading encryption to the special purpose processors in BIG-IP helps reduce the performance impact of the conversion, and centralizing encryption across many application servers reduces the number of certificates required and thus cost. For more on the solution click here 

So, we were facing a marketers panacea – transitioning market conditions, obvious and understood customer pain point, straightforward proven solution, solid value proposition and powerful cost drivers. What’s not to like about this story?