In the context of escalating globalization processes, digital transformation and increased competitive pressure in the agricultural sector, the need to develop and implement effective strategies for managing the innovative development of agro-industrial enterprises is becoming more urgent. This article is devoted to the study of the theoretical and methodological principles of strategic innovation management in agricultural business, taking into account the specifics of the modern marketing environment. Special attention is paid to the analysis of the role of digital marketing tools as catalysts of innovative development and factors for increasing the competitiveness of agricultural business entities. The study systematized the key determinants that affect the effectiveness of strategic innovation management in the agricultural sector, including: access to financial resources, the level of technological equipment, the qualification potential of personnel, the institutional environment and marketing strategies. An analysis of the mechanisms for integrating innovative solutions into the production, processing and marketing processes of agricultural products was conducted. Special attention is paid to the study of the role of marketing tools in stimulating the innovative development of agricultural enterprises. The possibilities of using digital marketing, branding, customer relationship management and other marketing approaches to promote innovative products and services on the market are considered. It is established that effective strategic management of innovative development of agricultural enterprises requires synergistic integration of marketing approaches, digital technologies and strategic planning. It is determined that the integration of marketing tools into the process of making management decisions contributes to increasing the level of innovative activity, increasing productivity and ensuring sustainable development of the agricultural sector.