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Tech · Stack comparison · June 2026
The Australian marketing stack, full comparison.
Side-by-side comparison of marketing stacks across our three specialist verticals. Where B2C, healthcare, industrial B2B stacks converge + diverge. The tooling decisions that depend on vertical specialism.
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Adam Ducquet
Common across all three verticals
- BigQuery + Looker for portfolio reporting (where applicable)
- Vertex AI for analytics pipelines + anomaly detection
- Gemini 2.0 for content drafting
- Imagen 3 for brand-trained ad creative variants
- Cloudflare for DNS + CDN + edge
- Xero for invoicing + accounting
- Notion for editorial calendars + brand voice docs
consumer stack additions
- Shopify or WooCommerce
- Klaviyo for email automation (20 active programmes)
- Recharge / Loop / Bold for subscription apps where applicable
- Meta CAPI server-side from Shopify customer events
- Pinterest Catalogue feed (interiors, gift, lifestyle, beauty, F&B)
- B2B for WooCommerce / Shopify B2B for hybrid B2C+wholesale brands
Healthcare stack additions
- WordPress multi-site CMS for multi-clinic networks (22% of trailing-12mo revenue runs on WordPress)
- Salesforce Marketing Cloud for portfolio cadence
- HotDoc / Best Practice / Cliniko booking platform integration
- Multi-location GBP at scale (60+ clinics across Partnered Health alone)
- AHPRA review pipeline as production workflow stage
- SEEK + Indeed + LinkedIn Recruiter for GP / clinician supply
Industrial B2B stack additions
- LinkedIn Campaign Manager + Sales Navigator + Recruiter
- HubSpot for B2B sales pipeline + nurture
- SEEK + Indeed + Facebook Groups for FIFO + trades recruitment
- WooCommerce or Webflow for procurement-ready websites
- InDesign / Adobe Suite for capability statement design
- Industry-event presence support (AMEC, Mining Club, AusIMM)
Where the stacks diverge meaningfully
- CMS architecture. B2C = Shopify or WooCommerce. Healthcare = WordPress multi-site. Industrial B2B = WordPress or Webflow.
- Email automation platform. B2C = Klaviyo. B2B = HubSpot. Healthcare = Salesforce Marketing Cloud.
- Paid media flagship channel. B2C = Meta. Industrial = LinkedIn. Healthcare = Google + Meta with AHPRA discipline.
- Compliance pipeline. B2C = Australian Consumer Law claim review. Healthcare = AHPRA. Industrial = procurement-claim review.
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Adam Ducquet