Digital marketing agency Opollo has made its boldest move yet, officially acquiring lead generation agency Propensity Partners to create one of the only fully integrated inbound and outbound growth engines for MSPs, Cyber, and FinTech organisations globally.

Opollo and Propensity Partners have worked alongside one another for the past two years.

The acquisition formalises a proven partnership and brings outbound lead generation into Opollo’s core offering, creating a single partner responsible for marketing, lead generation, and pipeline outcomes.

“This is more than a merger; it’s the final piece in our long-term vision to deliver world-class digital marketing and lead generation as a single, unified service,” says Steven Morey, Director of Opollo.

“With Propensity Partners now part of the Opollo fold, we’re eliminating silos and delivering high-end value to clients who want performance and strategy under one roof.”

By combining inbound strategy, paid media, content, and outbound execution within one team, Opollo now delivers a fully integrated approach to demand creation for MSPs and B2B technology providers.

The combined business supports dozens of high-performing tech companies across Australia and international markets, with a clear focus on measurable pipeline and revenue impact.

“We’ve collaborated with Opollo for years, so this is a natural evolution of a proven partnership,” says Matthew Bruce, Director of Propensity Partners.

“Our teams share a culture of performance and innovation, and now as one, we’re in the perfect position to push the boundaries of B2B technology lead generation and drive greater success for our clients.”

The move positions Opollo as a central growth partner for tech companies looking to simplify execution, tighten accountability, and scale steadily.

Why This Matters

Many tech companies still rely on fragmented delivery models, where marketing, lead generation, and sales activity sit with different providers. The result is slow execution, inconsistent messaging, and limited visibility into what is driving revenue.

This acquisition removes those gaps. With Propensity Partners fully integrated, Opollo manages the entire journey from initial awareness through to booked sales conversations.

Targeting is based on verified buyer data, performance is tracked across every stage of the funnel, and decisions are driven by results.

Two Years of Collaboration Marked by Full Partnership

This acquisition builds on two years of close collaboration between Opollo and Propensity Partners.

During that time, the teams worked together on shared clients, aligning on delivery standards, reporting, and how success should be measured.

What began as a partnership moved naturally into a tightly integrated way of working. Campaign planning, audience targeting, and performance reviews were already handled collaboratively. Feedback from sales conversations informed marketing decisions in real time.

“This move gives us the ability to act faster, think bigger, and innovate more freely,” says Scott Nicolai, Director of Propensity Partners.

“It means new potential has been delivered for our internal teams, as well as for every client who wants smarter, more efficient growth in a highly competitive market.”

Formalising the relationship removes the final barrier between strategy and execution. The same team that designs demand programs now also initiates qualified sales conversations, creating a tighter connection between activity and revenue.

A Bright Future Full of Potential

This acquisition marks a shift in how Opollo approaches market execution. It replaces disconnected tactics with a unified operating model designed to support precision and accountability. Attention is measured by its contribution to real opportunities.

What previously operated quietly behind the scenes is now a defined, integrated offering. Opollo is focused on building a structure that gives leadership teams clear visibility, faster feedback, and direct control over their go-to-market efforts.

The priority moving forward is disciplined execution, transparent reporting, and sustained delivery of pipeline outcomes for tech companies competing in demanding markets.