Conferences as B2B Content Marketing Instrument: Efficacy Aspects

The paper discusses the practical experience of the implementation of scientific information conferences as a tool for content marketing for the B2B segment. The examples of the structural organization of scientific information conferences and the construction of the marketing process are given in order to attract new clients for advertising agencies, as well as to increase the loyalty of existing clients. At the same time, the work considers other tools for promoting agencies in the B2B market. Such events are considered as a source of information for the study of the external competitive environment of advertising agencies in the market. The study is based on a comparative analysis of marketing tools to promote advertising agencies, as well as the effectiveness of their work. The practical part of the study consists of a case analysis and in-depth expert interviews with representatives of the top management of the advertising market, who have experience in strategic planning of advertising campaigns and attracting new clients to advertising agencies. The work consists of an introductory, main and final parts. Keywords: events, conferences, b2b sphere, advertising agency