Docusign
66% Less Time, Rising Quality. How Docusign Builds Thought Leadership for a New SaaS Category.
Intelligent Agreement Management (IAM). A term that hasn’t reached everyone’s mind yet. Docusign – the global leader in digital signatures – has strategically expanded its portfolio and now offers a comprehensive platform for end-to-end contract management. From creation and signing to administration and analysis.
The challenge: The German-speaking market barely knows IAM yet. Anyone who wants to become a thought leader here must explain, inform and build trust. And do so continuously, at high frequency, at the highest level. The brand voice must remain clearly recognizable across all content.
This presents Docusign with a strategic task: establishing Intelligent Agreement Management as an independent category in the DACH market and positioning itself as the leading reference within it. This requires more than individual pieces of content. It requires orientation, context and a consistent voice over time. Content is not a supporting channel, but a central go-to-market lever. For this ambition, Docusign chose andweekly as their strategic partner.
Docusign faced several challenges simultaneously:
New market, complex topic: Intelligent Agreement Management is a new field that requires explanation. The target group first needs awareness and understanding. Questions must be answered proactively, the added value communicated clearly.
High quality standards: As an established enterprise brand, Docusign has clear requirements for brand integrity, technical depth and thought leadership positioning. Content must be on-brand, reliable and consistent. Generic texts would dilute the brand.
Continuous production: Thought leadership doesn’t emerge from individual articles. It requires a continuous flow of information – produced efficiently, without compromising quality.
Evolving search landscape: With AEO and GEO, the requirements for content structures are changing. The strategy must not only work in the short term, but remain future-proof.
The program pursues multiple dimensions: continuous content output, positioning as an expert in intelligent contract management, maintaining brand integrity while increasing efficiency. And: The content strategy must evolve with the search landscape – from classic SEO to AI and Generative Engine Optimization (AEO and GEO).
The solution is not either-or. It combines editorial expertise with GenAI-powered production – in a four-stage quality process that unites efficiency and excellence. This allows content to scale without compromising brand voice and technical depth.
It starts with a comprehensive concept: Editorial guidelines for the German market, clear quality standards and close coordination on topic planning and briefings. Every article must be on-brand, embody the Docusign brand and communicate a clear message.
Every blog article goes through four stages:
Briefing refinement: The briefing provided by Docusign is analyzed, validated and enriched with market and industry knowledge.
GenAI-powered draft creation: Based on the refined briefing, an initial blog outline is created. Specially developed prompting strategies are optimized for Docusign's brand voice and B2B communication.
Fact checking: Every factual statement is verified for accuracy. Statistics, quotes and source references are validated.
Editorial refinement: B2B editors revise every article for stylistic consistency, reader guidance and brand conformity.
The result: publication-ready content that meets Docusign’s quality standards – in significantly less time.
The saved time flows into developing the content strategy. The structure and format of content are continuously optimized – with a view to changing requirements from AI-powered search systems.
"66% time savings while quality simultaneously increases – that sounds like a contradiction, but andweekly made it happen. The intelligent combination of GenAI and editorial expertise is a best-practice example for us of how thought leadership content can be created efficiently and at the highest level."
Tobias Schlipf
Senior Demand and Marketing Manager, Docusign
Content marketing at enterprise level is no accident. It requires clear processes, deep brand understanding and the willingness to combine proven methods with new ones. At Docusign, several factors come together that make the difference.
Human-machine combination: GenAI is a tool, not a replacement. The four-stage quality process ensures that human expertise intervenes at critical points – in fact checking, editorial refinement and brand conformity.
Proven partnership: The collaboration is based on a deep understanding of Docusign's brand, standards and internal requirements. andweekly knows the Docusign brand, the tone and the internal requirements. This allowed processes to become not only more efficient over time, but also more strategically resilient.
Strategic foresight: The saved time is actively used to develop the content strategy further. Changing requirements in AEO and GEO are addressed proactively.
Full-service approach: A reliable partner with established processes instead of coordinating multiple freelancers. The result: minimal coordination effort with consistent quality.
DACH expertise: As a German B2B marketing agency, andweekly understands the specific requirements of the German-speaking market – from cultural nuances to industry-specific communication standards.
Nearly 1.8 million customers and more than one billion users in over 180 countries use Docusign’s solutions to accelerate business processes and simplify people’s everyday lives. Using intelligent contract management, Docusign makes valuable data and information visible that often remains hidden in documents. Previously, this valuable information was often disconnected from other business processes, costing companies time, money and opportunities. With the Docusign Intelligent Agreement Management platform, companies can create, manage and consent to contracts – with solutions developed by the leading provider in e-signature and contract lifecycle management (CLM).
More information at:
docusign.com
The collaboration shows how content production at enterprise level can work: efficient, scalable, without loss of quality.
Efficiency:
66% time savings in blog production through GenAI-powered processes
50% more output with the same budget
Continuous output of 3 high-quality blog articles per month
Quality:
Brand integrity maintained: Consistent communication without risk of generic texts
Strengthened thought leadership impact through consistent context and clear brand voice
Editorial quality remains consistently high even with AI support
Operational advantages:
Minimal coordination effort through full-service from a single source
Established production process enables consistent quality at high frequency
Proactive adaptation to AEO/GEO requirements ensures long-term visibility
The collaboration is not a project with an end date. It's an ongoing program that evolves with the market. While classic SEO is losing importance and AI-powered search systems are changing the rules of the game, Docusign and andweekly are already working on the next generation of content strategy.
The foundation is set: A scalable production process that intelligently connects human and machine. A deep understanding of brand, market and target group. And a partnership based on trust and shared development.
This is how thought leadership emerges that works – today and tomorrow.