Digital marketing agency Opollo has acquired generation agency Propensity Partners to create fully integrated inbound and outbound growth engines for MSPs, Cyber, and FinTech organisations globally.
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. This acquisition brings outbound lead generation into Opollo’s core offering, creating a single partner responsible for marketing, lead generation, and pipeline outcomes.
Steven Morey director of Opollo said: “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,”
“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.
Matthew Bruce, director of propensity partners said: “We’ve collaborated with Opollo for years, so this is a natural evolution of a proven partnership,”
“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 positions Opollo as a central growth partner for tech companies looking to simplify execution, tighten accountability, and scale steadily.
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.
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.
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.
