What is Marketing Automation Software?

Marketing automation software allows companies to optimize their marketing strategy by automating marketing tasks such as email marketing, social media posts, and lead generation. The automation of these tasks is made possible by creating an automation workflow. A workflow serves as the path that triggers one marketing task after another. An example of this would be when a new customer creates an account on your website, which triggers a welcome email to be sent out to them. Once that welcome email is triggered, product announcement emails are sent, then sale announcement emails, and so on. Each step in the workflow is prompted automatically by a previous step, so no one has to do each step manually. The workflow can then be shaped around any marketing task, whether that is social media management, lead acquisition, or A/B testing. With this in mind, marketing automation software is not a one-off function that can be automated for years on end. Workflows must be manually updated so the marketing material remains relevant and engaging for customers. While the actual function of email marketing can be automated, the content of the email must be updated with current offerings, company updates, or other relevant information. Key Benefits of Marketing Automation Software Measure campaigns to optimize, justify, and prioritize initiatives Reduce time spent administering marketing programs and completing tasks Improve close rates with timely and relevant engagement Boost brand and messaging consistency across campaigns and channels via templates and standards Shorten sales cycles with quicker response times Customize marketing to each customer’s needs Create scheduled and automated activities for around-the-clock engagement without manual effort

Why Use Marketing Automation Software?

Marketing automation tools allow you to spend more time focusing on creative solutions while increasing your close rate and improving the quality of your leads. This software helps develop your business and lets you focus on more pressing aspects of day-to-day functions. For starters, you will be able to reduce your staffing costs by a considerable amount; lead nurturing and marketing campaigns can be run automatically instead of manually, enabling your business to potentially send thousands of personalized emails a day without lifting a finger. This type of automation also helps your sales activity dramatically by improving your lead management and prioritization, which usually results in a better ROI. In addition, marketing automation tools hold your marketing and sales teams accountable for their performance with concrete data points, giving you the ability to adjust and improve your business strategies. Key Business Problems Solved with Marketing Automation Software Create more targeted, well-informed content Provide overall message direction based on customer data Customize messaging across a customer base Personalize messaging without manual entry Reduce staffing and labor costs

Who Uses Marketing Automation Software?

Small businesses and large enterprises alike can benefit from marketing automation software. If you are a small business, you can directly benefit from marketing automation tools without having to increase your headcount, which can be especially important for companies with a small workforce and limited hiring capital. While the initial setup requires an investment of time to customize your platform, the overall result will be a significant decrease in tedious marketing tasks and a more effective sales cycle. From a small-business perspective, it’s exceedingly important to be effective and intentional with the finite amount of resources at your disposal. Marketing automation tools will allow your staff to make the most out of the hours allotted to them, freeing up time for creative solutions instead of repetitive tasks. These tools can optimize your staff’s time, allowing for a more effective business strategy. Marketing teams — Marketing automation tools allow marketing teams to automate tedious tasks, organize workflows, and collect more customer data. By automating marketing tasks like email marketing, lead generation, and digital advertising, marketing teams save plenty of time and are able to focus more time on analyzing their data. Spending more time with this data results in a more effective marketing strategy. Sales teams — Marketing automation software allows sales teams to leverage marketing data to identify qualified leads, analyze customer sentiment, and establish better communication with customers. When sales teams understand what leads have expressed a major interest in the product, they can reach out to customers based on actual data and turn cold calls into warm calls. With marketing automation data, sales teams can also be notified when the best time is to reach out to their leads. If leads are on a pricing page, this can trigger an alert to a sales rep to reach out to that lead and talk them through the product offering. Content managers — Content managers can use marketing automation software to automate the content publishing process. This allows content marketing teams to schedule posts for the most effective times during the day, which can drive more visibility for their content.

Page 13 | Best Marketing Automation Software: User Reviews from October 2026

Mapp Empower

Mapp Empower transforms a vendor-agency relationship into a true partnership. Reseller like digital agencies and consulting firms retain full ownership of their clients’ experiences through a market-leading white label email marketing solution. Meanwhile, it was never so easy to administer and overview a multitude of client accounts. Mapp Empower provides revenue-generating full services where resellers complete all the work for their clients. Previously known as BlueHornet eMS, Mapp Empower offers a simple, reliable, and self-provisioned marketing solution, and can easily be integrated with Mapp’s DMP or other agency tools through flexible APIs. The key features on a technical level are: - Drag-and-drop message template builder - Template management and restrictions at the user-level - Multi-version testing with custom champion management - Automated messages driven based on real-time behavioral triggers - Transactional messages for purchases, receipts and other transactional events - Multiple message categorization and tagging for reporting - Message rendering and spam testing - Customized recipient lists for testing - Easy QA testing - Embed sign-up widgets and custom forms on websites that automatically integrate with the subscriber database - Easily import and export data via live APIs or batches - Simple interface for segmentation management - Create custom fields to categorize subscriber data - Dynamic and relational content used for driving personalized content and messaging - Coupon management - User management - Magento 2 integration - Integrated social sharing - Message and campaign level reporting

Average Rating: 3.4/5.0

Total Reviews: 42

How Do G2 Users Rate Mapp Empower?

Has the product been a good partner in doing business?: 7.5/10 (Category avg: 8.9/10)

Who Is the Company Behind Mapp Empower?

Seller: Mapp Digital
Year Founded: 2016
HQ Location: London, GB
Twitter: @Mapp_Digital
6,055 Twitter followers
LinkedIn® Page: www.linkedin.com
416 employees on LinkedIn®

Who Uses This Product?

Top Industries: Marketing and Advertising
Company Size: 50% Small, 36% Medium

What Do G2 Reviewers Say About Mapp Empower?

AI-generated summary from verified user reviews

Pros

Users appreciate the easy creation with Mapp Empower's advanced template designs, enabling quick and efficient email production.
Users appreciate the easy integration with other tools, significantly reducing set-up time for accounts.
Users value the easy setup of Mapp Empower, allowing quick integration and self-provisioning of accounts.
Users appreciate the advanced and unique template designs of Mapp Empower, enabling quick and high-quality email creation.

Cons

Users report experiencing poor customer support with Mapp Empower, citing slow responses to issues like the Q&A function.
Users report slow performance with Mapp Empower's Q&A feature, leading to frustrations and unresolved issues.

What Are Recent G2 Reviews of Mapp Empower?

"Best Tool"

Rating: 5.0/5.0 stars

— parag g.

Best Marketing Automation Software - Page 13

How Many Marketing Automation Software Products Does G2 Track?

Category Stats (Oct 2026)

How Does G2 Rank Marketing Automation Software Products?

G2 Grid® for Marketing Automation Software

How Do G2 Users Rate Mapp Empower?

Who Is the Company Behind Mapp Empower?

Who Uses This Product?

What Do G2 Reviewers Say About Mapp Empower?

Pros

Cons

What Are Recent G2 Reviews of Mapp Empower?

What Are G2 Users Discussing About Mapp Empower?

How Do G2 Users Rate Retention Science?

Who Is the Company Behind Retention Science?

Who Uses This Product?

What Do G2 Reviewers Say About Retention Science?

Pros

Cons

What Are Recent G2 Reviews of Retention Science?

What Are G2 Users Discussing About Retention Science?

How Do G2 Users Rate SalezShark?

Who Is the Company Behind SalezShark?

Who Uses This Product?

What Do G2 Reviewers Say About SalezShark?

Pros

Cons

What Are Recent G2 Reviews of SalezShark?

What Are G2 Users Discussing About SalezShark?

AI can help you find the answers. G2 helps you trust them.

How Do G2 Users Rate Social Hub.AI?

Who Is the Company Behind Social Hub.AI?

Who Uses This Product?

What Do G2 Reviewers Say About Social Hub.AI?

Pros

Cons

What Are Recent G2 Reviews of Social Hub.AI?

How Do G2 Users Rate Marketing Master IO?

Who Is the Company Behind Marketing Master IO?

Who Uses This Product?

What Are Recent G2 Reviews of Marketing Master IO?

What Are G2 Users Discussing About Marketing Master IO?

How Do G2 Users Rate Symplify Communication?

Who Is the Company Behind Symplify Communication?

Who Uses This Product?

What Do G2 Reviewers Say About Symplify Communication?

Pros

What Are Recent G2 Reviews of Symplify Communication?

What Are G2 Users Discussing About Symplify Communication?

How Do G2 Users Rate e-shot?

Who Is the Company Behind e-shot?

Who Uses This Product?

What Are Recent G2 Reviews of e-shot?

What Are G2 Users Discussing About e-shot?

How Do G2 Users Rate Kulea.ma?

Who Is the Company Behind Kulea.ma?

Who Uses This Product?

What Do G2 Reviewers Say About Kulea.ma?

Pros

What Are Recent G2 Reviews of Kulea.ma?

What Are G2 Users Discussing About Kulea.ma?

How Do G2 Users Rate WayMore?

Who Is the Company Behind WayMore?

Who Uses This Product?

What Do G2 Reviewers Say About WayMore?

Pros

Cons

What Are Recent G2 Reviews of WayMore?

How Do G2 Users Rate Segmentino?

Who Is the Company Behind Segmentino?

Who Uses This Product?

What Do G2 Reviewers Say About Segmentino?

Pros

Cons

What Are Recent G2 Reviews of Segmentino?

What Are G2 Users Discussing About Segmentino?

How Do G2 Users Rate Clientify?

Who Is the Company Behind Clientify?

Who Uses This Product?

What Do G2 Reviewers Say About Clientify?