The development of digital marketing tools creates vast opportunities for international promotion. It is crucial to research how to use them most effectively. The paper presents results of the comparative analysis of the utilizing of the most popular tools for Internet promotion of international B2B exhibitions on the example of European and Russian events (n = 200). The content analysis method was used to study the features of the content of sites and official accounts on social networks, and the effectiveness for sites was determined based on the popularity rating of sites by Alexa Rank (AR), for official accounts on social networks - by the number of subscribers. According to the research results, it might be argued that at the presents international European B2B exhibitions operate these tools more effectively. The authors analyze the specificities of using social media in promotion of these event, taking into account the most popular ways and drawing attention to main challenges and perspectives.