B2B buyers are changing fast. They no longer rely on long PDFs, static case studies, or cold outreach to understand a product. They expect to see how it works, how it integrates with their workflow, and what type of company they would be partnering with.

In 2026, the most competitive tech brands are the ones that adopt a multimedia-first mindset. Strong visuals and clear storytelling have become central to buying decisions. These assets are no longer nice-to-have items for marketing teams. They are essential tools for sales, PR, and customer success.

This shift has created a new standard for tech content assets. Companies that invest in demo videos, CEO messaging, case studies, and b-roll are outperforming those that rely only on written materials. These assets shorten deal cycles, build trust, and give prospects the transparency they expect from modern B2B brands.

Below is a guide on the must-have content assets every tech company needs in 2026, along with tips on how to produce them.

Demo Videos

Why Demo Videos Convert

Demo videos are one of the highest-performing types of tech content assets. They help prospects understand the value of your product in minutes. They accelerate sales conversations because buyers can visualize how the product fits into their existing systems.

In B2B video marketing, demo videos do three things exceptionally well:

They shorten decision cycles. Buyers can evaluate features more quickly when they see them in action instead of reading a description. A clear demo can cut weeks out of the research phase.

They make use cases real. Many tech products have complex capabilities. A well-structured demo shows how these capabilities work in a real workflow, which helps a buyer imagine their own environment.

They build confidence. A demo video provides proof. Prospects see the interface, the speed, the integrations, and the results. This reduces doubt and boosts trust.

Types of Demos to Produce

A strong tech company in 2026 will have more than one demo video. Different audiences need different levels of detail. Here are the most valuable formats.

Feature walkthrough A straightforward tour of the product’s interface, core tools, and top features. Usually three to six minutes.

Use case demo Focused on a specific workflow or scenario. For example, “How IT teams automate onboarding” or “How marketers track campaign performance.”

Industry-specific version Personalized for a vertical. Industry-tailored demos increase relevance for buyers and improve conversion rates for sales teams.

CEO or founder vision demo A hybrid video that combines short demo clips with leadership commentary. It works well for early-stage products or launches that rely heavily on storytelling.

Tips for High-Performing Demos

Keep the script simple. A strong demo script explains the problem, shows the solution, and ends with a clear next step. Avoid technical terms unless the audience needs them.

Ideal length for 2026. The sweet spot is two to five minutes. You can create longer versions for deep dive sessions, but shorter demos perform better for first-touch interactions.

CTAs and packaging. End your demo with a direct next step. Examples include “Book a walkthrough,” “Explore the full product tour,” or “Download the comparison guide.” Package your demos with captions, chapter markers, and versions optimized for web and mobile.

CEO Messaging Videos

Why Leadership Communication Matters in B2B

In 2026, prospects want to understand not just what a product does, but who is behind it. Executive messaging plays a major role in trust-building.

Leadership videos help with:

Trust-building Buyers want transparency. Seeing a CEO speak confidently about the company’s direction helps prospects evaluate credibility.

Investor alignment Investors, analysts, and partners rely on leadership messaging to assess stability and future potential.

Policy and AI transparency With technology becoming more regulated and AI safety under scrutiny, companies with clear executive messaging stand out.

What to Include in 2026 CEO Messaging

Strong executive messaging focuses on clarity, vision, and accountability. Here are the elements that matter most.

Vision and mission Buyers want to understand where the company is headed. This is especially important for emerging tech categories.

Safety, compliance, and responsible AI These topics matter for enterprise clients. Addressing them directly builds trust with security teams and technical buyers.

Industry perspective A CEO’s view on where the market is going creates authority and positions the brand as a thought leader.

Production Tips

Choose the right background. Simple, clean environments work best. Avoid overly branded backdrops that distract from the message.

Tone and framing. Aim for conversational, confident delivery. Speak clearly and at a steady pace. Use a medium shot that shows shoulders and upper torso.

Avoid overly corporate scripts. Write in plain language. Keep the message direct and personal so that it feels authentic.

Testimonial and Case Study Videos

Text-based case studies still have value, but video testimonials outperform them in almost every B2B scenario. Buyers trust customers more than they trust brands, and video captures tone, nuance, and sincerity.

ROI-driven storytelling

The strongest testimonial videos show measurable results. For example:

• Percent reduction in costs
• Hours saved per week
• Increased efficiency or productivity
• Clear before-and-after comparisons

Quantifiable outcomes make the story more compelling and easier to use in sales conversations.

How to structure problem to process to result

A proven structure for testimonial and case study videos is:

• Problem: What challenge the customer faced
• Process: How they used the product
• Result: What changed, with clear numbers or outcomes

This structure keeps the story focused and easy to follow.

Why these outperform static documents

Video testimonials build trust faster than text because buyers can see facial expressions, hear tone, and understand emotion. They also perform better in ads, landing pages, and sales calls.

Event Coverage and B-Roll

Trade shows and summits are major moments for tech companies. Capturing these events on video allows your brand to extend the value of every appearance long after the event ends.

Trade shows, summits, internal launches

Event coverage can include:

• Recaps
• Booth highlights
• Interviews
• Behind-the-scenes content

These assets bring energy and authenticity to your marketing channels.

Why every tech company needs evergreen b-roll

Evergreen b-roll is one of the most useful tech content assets. Production teams use it to build product demos, brand videos, and launch campaigns. Media outlets often request b-roll for press coverage, and partners use it to promote joint initiatives.

How media outlets and partners use it

News outlets rely on high-quality b-roll for broadcast segments. Influencers use it as filler footage for product reviews. Partners use it for co-branded campaigns. In many cases, b-roll makes your brand more discoverable and easier to cover.

Conclusion

The 2026 tech market rewards companies that know how to show, not just tell. Tech demo videos, clear executive messaging, testimonial stories, and strong b-roll are no longer optional. They are essential tools that support PR, sales, investor relations, and customer experience.

Companies that adopt a multimedia-first mindset create a major competitive advantage. They communicate more effectively, build trust more quickly, and make buying decisions easier for prospects. If your team invests in these must-have assets, you set the foundation for stronger launches, better media coverage, and a more confident brand presence throughout 2026 and beyond.