Opollo acquires lead generation agency

Opollo, a Melbourne-headquartered digital marketing agency focused on MSPs, FinTech companies and technology firms, has acquired lead generation agency Propensity Partners.

The purchase intends to create "one of the only fully integrated inbound and outbound growth engines for MSPs, cyber, and FinTech organisations globally", according to Opollo.

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

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

The acquisition builds on two years of "close collaboration" between Opollo and Propensity Partners, where the teams worked together on shared clients. Campaign planning, audience targeting, and performance reviews were already handled collaboratively, with feedback from sales conversations informing marketing decisions.

"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."

“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."

"This move gives us the ability to act faster, think bigger, and innovate more freely,” says Scott Nicolai, Ddirector 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."