There are dozens of marketing automation platforms, and the “best” one depends on your size, budget, and how you sell. This guide covers the tools Australian B2B businesses actually use, who each one suits, and how to choose without the sales-page spin.
The main players
- ActiveCampaign — excellent automation and CRM at a mid-market price. A strong default for small and mid-sized service businesses. See our ActiveCampaign guide.
- HubSpot — a broad all-in-one platform. Powerful for larger teams; can get expensive as you add hubs. See HubSpot vs ActiveCampaign.
- Mailchimp — easy and cheap to start, but automation depth is limited as you grow.
- Brevo (formerly Sendinblue) — good value with SMS and email, popular with smaller businesses.
Connectors that tie it together
Whatever CRM you choose, you will usually connect it to your other tools with Zapier or Make. These handle the hand-offs — form to CRM, CRM to calendar, and so on — so your stack works as one system. See Zapier vs Make.
How to choose
Do not start with the tool. Map your customer journey and the automations you need first, then pick the platform that fits — as we explain in the Marketing Automation Guide and Workflow Automation Guide. The best tool is the one that matches your process and budget, not the one with the longest feature list.
Do not forget deliverability and data
The platform is only half the job. Authenticate your domain so emails reach the inbox (see email deliverability) and keep your data clean so automations fire on accurate information.
Frequently asked questions
What is the best marketing automation tool for a small B2B business?
For most, ActiveCampaign offers the best balance of power and price. Very small businesses may start with Mailchimp or Brevo and upgrade later.
Do I need Zapier or Make as well?
Usually yes, to connect your CRM with forms, calendars, and other apps, unless your CRM already integrates natively with everything you use.
Can I switch platforms later?
Yes, though migrating data and rebuilding automations takes effort. Choose for where you will be in two years.
Free tools to turn your website into a lead machine
No sign-up, instant results:
📈 Free Website Scorecard — score your site across design, conversion & growth in 90 seconds.
💰 Revenue Calculator — see what a poor-converting website is costing you each year.
Related reading
- HubSpot vs ActiveCampaign: Which CRM Is Right for Your B2B?
- Zapier vs Make: Which Automation Platform Should You Use?
- ActiveCampaign Automation for Service Businesses (2026 Guide)
- Marketing automation guide
- More B2B growth guides
Want the right stack chosen and set up for you? Book a free strategy call.
Need a hand with this?
Pipeline Plan builds websites and automation for businesses on the Mornington Peninsula and across Australia. Tell us what you are working on and we will come back within one business day.
Related services
- What website design costs in Australia
- Google Ads management Melbourne
- WordPress developer Melbourne
- Ecommerce website design Melbourne
Industry specific: Roofing websites, Concreter websites, HVAC websites. See all industries.