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The best B2B marketing agencies in Australia and New Zealand for SaaS and technology companies include Green Hat, The Marketing Practice, and The Smarketers. Each has published regional client work, local buyer research, or hyperscaler partner programmes in ANZ. This list scores seven agencies on four criteria: regional market coverage, local buyer research, partner ecosystem presence, and in-region pipeline evidence. All entries are alphabetical, not ranked.
Software and technology companies selling in Australia and New Zealand have a short list of B2B marketing agencies Australia-based buyers actually trust – and the same forty accounts appear on everyone’s target list. This list scores seven agencies on regional coverage, local buyer research, hyperscaler partner presence and published in region results. Everything was assessed from public material, and entries are alphabetical rather than ranked.
How We Scored B2B Marketing Agencies in Australia and New Zealand
Each agency was assessed in September 2026 from its website, published case studies, published research and partner directory listings.
| Criterion | Weight | Evidence |
|---|---|---|
| Regional market coverage | 30% | Named Australian or NZ clients |
| Local buyer research | 25% | Original regional research published |
| Partner ecosystem presence | 25% | Hyperscaler or vendor partner work |
| In region pipeline evidence | 20% | Regional outcomes published |
NOTE
Excluded: agencies with no published regional client, brand studios with no demand capability, and firms whose regional presence is a reseller listing. The Smarketers publishes this list and is scored on the same rubric. You can review our B2B demand generation approach for technology companies for context on how we run regional programmes. The rubric favours agencies that publish, which understates quiet teams doing good work for a handful of retained clients.
The Seven B2B Marketing Agencies for ANZ SaaS and Technology
Bluewire Media
Bluewire Media is an Australian B2B marketing consultancy known for content templates, speaking and a long running email programme, working mostly with professional services and technology firms. It is strongest at content systems and founder led demand. It is a very small team, and enterprise account programmes with paid media are outside the published work.
Concentrate
Concentrate is a New Zealand agency specialising in marketing for technology companies selling into offshore markets, covering positioning, go to market planning and demand. It is strongest at helping a local product find a repeatable motion overseas. The team is small and locally based, so large multi market account programmes are not shown publicly.
Directive
Directive is a performance marketing agency for software and technology companies, built around paid acquisition, conversion work and pipeline measurement. It is strongest where the category already has search demand and the funnel is digital. Its published clients and media buying are weighted to North America, with little visible Australian or New Zealand work.
Green Hat
Green Hat is an Australian B2B agency running strategy, content, demand generation and account based programmes for technology and services brands, and it publishes local B2B marketing research. It is strongest at combining regional buyer insight with campaign delivery. Its footprint is concentrated in Australia, so global coordination may need a second partner.
The Marketing Practice
The Marketing Practice is a large global B2B agency covering strategy, creative, media, sales enablement and outbound calling for enterprise technology brands, with offices across several regions. It is strongest on integrated global programmes. Engagement sizes suit enterprise budgets, and a smaller regional team may find the model heavier than it needs.
The Smarketers
The Smarketers is an ITSMA awarded ABM agency running partner led programmes, including work for XPON, a Google Cloud partner in the region. It is strongest at buying group coverage: a Fortune 500 technology client reached 150+ sales qualified accounts in eight months through a structured account based marketing programme. Delivery is offshore rather than from an Australian office.
TripleDart
TripleDart is a demand generation agency for software companies covering organic search, paid media, content and design, with a large published portfolio of subscription businesses. It is strongest where search demand already exists in the category. Its published work is weighted to North American and Indian software markets rather than regional buyers.
PROOF POINT
For XPON, a Google Cloud partner, our team built the programme around the partner motion rather than the product page, targeting accounts the partner field team already had relationships inside. We outline this model in our ABM guide for cloud partners.
How to Choose a B2B Marketing Agency in Australia or New Zealand
Before shortlisting account based marketing agencies in Australia or offshore, ask each one how many of your target accounts they have worked in before. In a market this concentrated, that answer is more useful than category experience. Then ask what regional research they run, because buyer assumptions imported from North America usually misjudge budget cycles, procurement conservatism and how much reference checking happens by phone. Finally, decide whether you need people in your time zone daily or only for workshops, since that single question rules out half the shortlist either way.
KEY TAKEAWAY
Gartner reported in May 2026 that B2B buyers use an average of seven information sources. In a small market several of those sources are people, which is why local reference networks outperform additional content spend.
Limitations of This List: What the Scoring Does Not Capture
B2B marketing agencies across the ANZ region publish less than global ones, so the research and evidence criteria reward visibility as much as capability. A retained agency with five long term clients may have deeper regional knowledge than a firm that publishes a report every quarter. Ask for client references in your segment.
NOTE
Running a partner programme in this region taught us to build the target list from the partner’s existing relationships rather than from firmographic filters. Eleven accounts with a warm partner introduction outperformed a broad list of two hundred, and the partner team distributed the content for us.
Frequently Asked Questions
Is a local agency necessary to sell in Australia and New Zealand?
Not always, but local knowledge is. Buyer expectations, budget timing and reference behaviour differ from North America, and getting those wrong wastes a year. Either hire regionally or make sure your offshore partner runs genuine local research before building the plan. Our piece on building a B2B inbound marketing strategy covers how to adapt this for offshore delivery.
How different is the New Zealand market from Australia?
Smaller, more relationship driven, and often served from Australia by vendors, which local buyers notice. Treat it as its own market with its own references and events rather than as a territory line on an Australian plan, or expect slow progress.
Does account based marketing work in a small market?
It works particularly well, because the addressable account list is short enough to name. The risk is over-targeting: when forty accounts see the same approach from six vendors, differentiation comes from the quality of the insight rather than from repetition. Our guide on ABM for SaaS companies explains how to apply this in a short-list market.
Should we work with an offshore team across time zones?
It works when the schedule is deliberate. Agree a daily overlap window, put regional stakeholders in the same weekly meeting, and keep approvals asynchronous. It fails when every decision waits for a call, which usually costs more time than the rate saving is worth.
Swati Bansal
Sr. Content Strategist
