Opollo buys Propensity Partners to boost tech leads

Opollo has acquired lead generation agency Propensity Partners, bringing outbound lead generation into its digital marketing business as it targets more managed service providers, cyber security firms and FinTech groups.

The Melbourne-based agency said the deal brings two firms that have worked together for two years under a single structure. The combined operation will cover marketing, lead generation and pipeline outcomes for clients.

Opollo is based in Melbourne, with additional offices in Sydney and San Francisco. It works with clients across Australia, the United States and other international markets.

Combined model

The acquisition adds Propensity Partners' outbound capability to Opollo's inbound strategy, paid media and content services. The companies position the combined offer as an integrated approach to demand generation for managed service providers and other B2B technology providers.

Opollo supports "dozens" of technology companies in Australia and overseas. It did not disclose the value of the transaction or any changes to staffing levels.

Digital marketing agencies face rising expectations from business customers for measurable commercial outcomes. Many technology suppliers split marketing and lead generation across specialist providers, a model that can create friction between brand activity and sales conversations, particularly when teams use different data sources and reporting methods.

Opollo said the integration will change how client work is delivered, with a process spanning early-stage awareness through to booking sales meetings. Targeting will draw on verified buyer data, and performance tracking will cover multiple stages of the funnel.

"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," said Steven Morey, Director, Opollo.

Morey said the acquisition would remove operational separation between teams. "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," he said.

Work history

The companies have collaborated for two years, including on shared clients. During that time, they aligned reporting and delivery standards and built joint processes for planning and performance reviews.

Propensity Partners Director Matthew Bruce described the acquisition as a continuation of the existing relationship. "We've collaborated with Opollo for years, so this is a natural evolution of a proven partnership," he said.

Bruce said the organisations share similar working practices. "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," he said.

Propensity Partners Director Scott Nicolai pointed to faster execution and greater internal flexibility following the integration. "This move gives us the ability to act faster, think bigger, and innovate more freely," he said.

Nicolai added: "It means new potential for our internal teams, as well as for every client who wants smarter, more efficient growth in a highly competitive market."

Market focus

Opollo focuses on B2B technology categories that rely on steady demand creation and consistent sales development, including managed IT service providers, cyber security companies and FinTech businesses. These sectors typically face long sales cycles and competitive procurement processes, with sales teams that want qualified conversations rather than broad awareness metrics.

After the acquisition, the agency's priorities are "disciplined execution" and "transparent reporting", with a focus on "sustained delivery of pipeline outcomes" for technology firms in competitive markets.

The combined business now has a single team responsible for planning and execution across inbound marketing and outbound lead generation, with ongoing performance review built into the operating model.