High-tech sectors of the economy that ensure scientific and technological progress have the greatest development potential and investment attractiveness. The economic benefits of using high-tech products are associated with a significant reduction in the cost of ownership, as well as comparative cost savings due to their use. High-tech products are distinguished by their uniqueness, high level of complexity of production and operation, as well as significant competitive advantages. The purpose of the study is to identify the features of promoting high-tech products in the B2B market and identify the most effective types of it. The works of domestic and foreign authors reflect issues of strategic, industrial marketing, marketing of intellectual property results, and some issues of promoting high-tech products. This study examines the characteristic features of high-tech products and approaches to their classification, identifies the features of the B2B market, as well as the common features and differences of marketing tools used in various types of markets. The main factors of the strategy of promoting high-tech products in the B2B market are revealed, depending on the stage of promotion, the specifics of demand and the reasons causing them. Approaches to the promotion of high-tech products have been developed, considering the factors and features of each stage of promotion, and promotion tools have been proposed that are more effective in the B2B market specifically in relation to high-tech products. Attention is focused on exhibition activities, which occupy an important place in the promotion of high-tech products in the B2B market; new marketing solutions that open up prospects for concluding deals are considered. The basic Internet marketing tools are proposed, which should also be adapted to the specifics of the product and the market.