Who to call this morning, why now, and what to say.
LeadLab watches for the events that create demand in your market: a renovation announced, a plant expansion, a permit filed, a funding round, a role posted. It matches them against what you actually sell, and delivers each one as a ranked opportunity with the decision-maker attached and a link to the source.
- renovation announced
- plant expansion
- permit filed
- funding round
- role posted
Riverside Grand Hotel
212 rooms · Cleveland, OH
Why now
Guestroom renovation announced 24 Aug, covering casegoods and soft goods. Work begins Q1 2027.
Who decides
The hard part of outbound isn't the calling. It's the deciding.
Of the four hundred accounts in a territory, which one is actually in the market this week? Nothing in the CRM knows. It records what already happened. The contact database doesn't know either. It sells reach: forty thousand companies matching a filter, all equally cold, in the same order they were in yesterday.
- matches the filter, nothing observed
- an event, with a date and a source
Illustrative. A drawing of the mechanism, not a measurement. The proportion here is drawn, not counted.
The list is stale on arrival
A database is a snapshot. It tells you a company exists, not that anything changed there. By the time it reaches a rep, the only thing it has proved is that the company had a website when someone last crawled it.
A database is a snapshot. All it has proved is that the company had a website when someone last crawled it.
Timing is the whole game
Almost every deal has a window. It opens with a budget cycle, a renovation, an expansion, a new hire in the chair. Reach the same company two months late and you're a vendor on a list. Two weeks early and you're the one who called first.
Almost every deal has a window: a budget cycle, a renovation, a new hire. Two weeks early and you are the one who called first.
Every rep prioritises differently
Ask three reps how they pick who to call and you'll get three answers. That's not a discipline problem, it's an information problem. It also means no two territories in your team get worked the same way.
Ask three reps how they pick who to call and you get three answers. No two territories get worked the same way.
You open LeadLab, and the decisions are already made.
Not a filtered list you still have to interpret. An opportunity, with the reason attached. The first decision of your rep's day becomes which one to call first, not who is even worth calling.
Every opportunity, the same eight fields
Why they fit
How this company matches the customer profile you defined (industry, size, geography, spend).
Industry, size, geography, spend.
Why now
The event that changed something, with the date it happened.
The event, and the date it happened.
The signal
The filing, posting, announcement or record it came from, linked.
The filing, posting or record, linked.
What it could be worth
An estimate, with the assumption it is built on shown.
An estimate, with its assumption shown.
Who decides
Named decision-makers with titles, not a generic info@ address.
Named decision-makers, with titles.
How to reach them
Verified email, direct line where one exists, LinkedIn.
Verified email, LinkedIn, direct line where one exists.
What to say
A drafted opening email and call opener built on that specific research, not a template with the company name swapped in.
Drafted email and call opener, from the research.
Confidence
How sure we are about each of the above, stated plainly, including when we aren't.
How sure we are, including when we aren't.
Then it's tracked: assign it, contact it, log the reply, move it through the pipeline, mark it won or lost. The opportunity and the reasoning stay attached to the deal the whole way through.
One opportunity, in full.
The client here is a commercial FF&E supplier of furniture, casegoods and mattresses for hotels. One of their campaigns targets full-service hotels over 100 rooms within driving distance of their warehouse. A renovation gets announced. This is what lands in their feed the next morning.
Riverside Grand Hotel
212-room full-service hotel · Cleveland, OH
Why this one fits212 keys, in your campaign, 40 minutes out
Why they fit
Full-service hotel, 212 keys, 40 minutes from your warehouse, inside the campaign you set for hotels over 100 rooms. Franchise brand whose renovation cycle you already supply into. Property size puts a guestroom package above your minimum deal size.
Why now
A guestroom renovation was announced on 24 August 2026, covering casegoods and soft goods, with work scheduled to begin Q1 2027.
What that means for you: FF&E gets specified and bid before work starts, not when it starts. The window to be on the bid list is now. In six weeks the package is spec'd and you're quoting against someone else's spec.
The signal
Owner announcement, regional hospitality trade press · published 24 August 2026
Confidence: High Announced by the owner, not inferred
On a live opportunity this is a working link your rep can open before they pick up the phone.
What it could be worthThe range, and the assumption behind it
What it could be worth
212 keys × your average casegoods spend per key. LeadLab shows the range and the assumption it is built on, so you can argue with the arithmetic instead of trusting a number.
Who decides
Not the buyer, but the one who will be asked whether he has heard of you.
Research notes and how to approach itThree notes, one marked inference not fact
Research notes
· Ownership group operates 9 properties in your service area, so a win here is a reference for the rest of them.
· The same group completed a guestroom renovation at another property last year, so there is an established process and probably an incumbent supplier. Expect to be the second call, and plan for it.
· No public GC award yet. Inference, not fact The FF&E package may still be unassigned.
Recommended approach
Lead with the renovation, not with your catalogue. The week an announcement goes public, the procurement lead hears from every supplier in the category. The ones that get a reply reference the specific scope and the specific timeline, and ask a question instead of pitching.
The email and the call opener it draftsSubject: casegoods and soft goods for 212 keys
Drafted email
Drafted call opener
That's one card. A rep reads it in about forty seconds and knows more than an hour of their own research would have told them. Every claim on it has a link they can open before they pick up the phone.
Data in. A decision out.
Six steps. None of them are magic, and we’ll walk you through every one on a call with the screen shared.
- 01
You tell us who buys from you
One working session, once. What you sell, who signs for it, which industries and geographies, what size company, what a good deal is worth, which titles matter, what a buying signal looks like in your world, who to exclude, and who is already a customer.
That becomes your Target Blueprint. It’s the part most tools skip, and it’s why their output feels generic. A filter can’t tell the difference between a company that matches your criteria and a company that would actually buy.
- 02
We watch for the events that create demand
Not a static database. Dated events: renovations and expansions, permits and construction filings, job postings that reveal a build-out, funding rounds, procurement and bid notices, leadership changes, property records, news and trade press.
Which sources matter depends entirely on what you sell. A roofing contractor and a logistics software company are watching completely different signals, and the campaign is built around yours.
- 03
We check whether it’s real
Most stop hereAn event isn’t an opportunity. Every candidate gets qualified against your criteria: right industry, right size, right geography, right timing, not on your exclusion list, not already your customer, not a competitor. Most candidates die here, which is the point. The value is in what doesn’t reach your reps.
- 04
We score it
A single 0–100 number so a rep can work top-down, built from components you can inspect. More on that below.
- 05
We find who signs
The decision-makers for this purchase at this company: named, titled, with verified email, a direct line where one exists, and LinkedIn. Plus the secondary contact and, when it helps, who to copy.
- 06
It arrives as an opportunity, and then it’s tracked
Delivered to the feed with its evidence attached and a drafted approach. From there it moves through your pipeline: New → Assigned → Contacted → Responded → Meeting → Qualified → Proposal → Won or Lost. Notes, tasks, reminders and the deal value stay attached to the research that started it.
The narrowing at step 03 is a drawing of the qualification step, not a rate. Nothing here counts candidates, and how many survive depends entirely on your market and the week.
The same six steps run whether you’re running the platform yourself or our team is running it for you. The difference is who does the work, not what arrives.
What the LeadLab Score means, and what it doesn't.
Every opportunity gets a score from 0 to 100. It is a priority order, not a prediction. It doesn't know your reps, your pricing, or whether the buyer likes you. It answers one question: given everything we found, which of these should someone pick up first?
| Component | What it measures |
|---|---|
| Fit | How closely the company matches the profile you defined |
| Signal strength | An announced project outranks a rumour |
| Timing | How recent the event is, and where you are in its window |
| Potential value | Estimated size relative to your average deal |
| Decision-maker | Whether we found the person who signs, or only the company |
| Contact verified | Whether email and phone were confirmed, and how recently |
| Research confidence | How much we read from a source versus inferred |
- 90–100 Act now
- 80–89 High priority
- 70–79 Qualified
- 60–69 Watch
- <60 Research & hold
The bands, drawn to scale
of a possible 100
- 90–100 Act now
- 80–89 High priority
- 70–79 Qualified
- 60–69 Watch
- <60 Research & hold
The seven parts
- Fitin your campaign
- Signal strengthowner announced
- Timingannounced 24 Aug
- Potential valuerange + assumption
- Decision-maker found2 named roles
- Contact verifiedverified 26 Aug
- Research confidence1 of 3 inferred
It's built to be corrected, and that's the point. A score you can't interrogate is a score you have to take on faith, and this buyer has been burned by exactly that before.
Every opportunity carries a Good lead / Bad lead rating with a reason: wrong company, wrong contact, already a customer, too small, wrong geography, bad timing, not relevant. Those ratings tune the scoring for your account, not for a global average of everyone else's business.
Your market isn't the average market, and the model shouldn't pretend otherwise.
Every rating is recorded against your account and feeds the next batch, so the feed sharpens to your definition of a good lead rather than a global average.
If a score ever looks wrong, you can open it and see exactly which component is responsible, and which fact produced it. That takes about ten seconds.
Every claim comes with a receipt.
Most tools assert. A company appears on a list, a score appears next to it, and you're asked to take it on faith. If you've ever bought leads from an agency, you know how that ends. You find out it was junk after your reps have spent a week on it.
LeadLab stores five things with every material fact on an opportunity, and shows all five to you:
| Field | What it is |
|---|---|
| Source | The named publication, filing, posting or record it came from |
| Date found | When we saw it |
| Link | The actual document. Clickable. You can read it yourself |
| Last verified | When we last confirmed it’s still true |
| Confidence | How sure we are, stated plainly (including when we aren’t) |
Illustrative. Every value below restates a fact already shown on the sample card above. No URL is shown because there is no document to point at.
The claim being backed
The FF&E package may still be unassigned.
- Sourcethe record it came from
- No public GC award record found.
- Date foundwhen we saw it
- 2026-08-26
- Linkthe document itself
- Nothing to link. This is the absence of a record, not a record.
- Last verifiedwhen we last confirmed it
- 2026-08-26
- Confidenceincluding when we aren’t sure
- Low Inference, not fact
If a phone number is unverified, the card says unverified.
If a trigger event is three months old, the date is right there. We don't hide staleness behind a freshness badge.
If we worked something out rather than read it, it's marked as an inference, not a fact.
If we couldn't find the decision-maker, the card says so instead of substituting a generic info@ address and calling it a contact.
The claim isn't that LeadLab is never wrong. Any company that tells you their data is never wrong is telling you something else about themselves.
The claim is that you can tell, in seconds, before a rep spends an hour on it.
Any opportunity you can't verify is an opportunity you're taking on faith. We'd rather you didn't have to.
You don't have to leave your CRM.
Salesforce and HubSpot are systems of record, and they're good at that. LeadLab sits in front: it decides what your reps work, and hands the opportunity over once it's real. Nothing gets ripped out, nobody migrates anything, and the CRM admin doesn't have to be in the room for this decision.
Smaller teams often run the whole pipeline inside LeadLab instead. Both work.
How it fits your stack: opportunities move into your CRM by export and API, and we'll map it to your fields and your stages on the call. Tell us what you run and we'll show you exactly how it lands.
Same intelligence either way.
The only question is who does the work.
LeadLab Platform
The software, on its own.
What's includedBlueprint, campaigns, feed, scoring, contacts, drafting
You set the campaigns, LeadLab does the research and delivers the feed, your team works it. Onboarding and Target Blueprint, campaign builder, the daily opportunity feed, scoring with visible components, decision-maker and contact data, AI drafting for email and call scripts, pipeline and reporting.
Best if: you already have reps who prospect, and you want them prospecting better rather than more.
Priced per campaign, by how many leads a day you want delivered. Add or pause campaigns as you go.
Talk to us about the platformLeadLab Managed Intelligence
Our team does the work.
What we do, and what you getWe build it, we run it, and you know who does your research
We run the whole thing: we build your Target Blueprint, set up and run the campaigns, do the research, qualify and score every opportunity, find and verify the decision-makers, and deliver a working feed to your reps. You get the platform as well. Same feed, same evidence, same pipeline, so your team sees exactly what we see.
You'll know the name of the person doing your research and you'll be able to contact them directly. No ticket queue, no account manager relaying questions to someone you never speak to.
Best if: this is work you'd hire an SDR to do, and you'd rather have output in weeks than a hire ramping for a quarter.
Priced per engagement, based on how many campaigns you run and how deep the research goes. Custom. Let's talk.
Talk to us about managedNot sure which? Say so on the form. It's the most common answer and the fastest thing to sort out on a call.
How this actually starts.
No procurement theatre and no six-week evaluation. You'll see the system, we'll build you something against your own market, and we'll agree what good looks like before anyone signs anything.
We'll show you the machine, not a deck
A working session with the screen shared: the onboarding that builds your Target Blueprint, the campaign builder, a live opportunity with its sources open, the scoring components, the pipeline. Ask us anything about how a number got there and we'll open it in front of you.
A screen-shared working session. Ask how any number got there and we will open it in front of you.
We'll build you a sample against your market
Tell us what you sell and who buys it. We'll run one campaign against your real market and show you the opportunities it produces, with the sources attached so you can check them yourself. Judge the output, not the pitch. It's the only test that matters and the one we'd want if we were on your side of the table.
One campaign run against your real market, with the sources attached so you can check them yourself.
You'll be talking to the people who run it
On your first call you'll be talking to the team that will actually run your account, not an SDR working a script. There's no layer to escalate through, because there's no layer.
On the first call you are talking to the team that would run your account. There is no layer to escalate through.
A written definition of what qualifies
Before we start, we agree what qualifies: industries, geographies, company size, which titles count as a decision-maker, what a valid buying signal is. In writing, both sides. So if something comes back wrong, there's a definition to point at instead of an argument.
Industries, geographies, size, which titles count, what a valid signal is. In writing, both sides, before we start.
Tell us what you sell. We'll show you what we'd find.
Thirty minutes, screen shared. You tell us who buys from you, we show you the system with the sources open, and we agree what a good opportunity looks like for your team.
If it's a fit, we'll build you a sample set against your real market before you commit to anything. If it isn't, we'll tell you. A bad fit costs us more than it costs you.
The questions we actually get asked.
How is this different from ZoomInfo or Apollo?
Those are contact databases, and they're good at what they do: if you already know which company you want, they'll usually get you a phone number. That's reach.
LeadLab is about selection. It doesn't start with a filter over a database. It starts with events. A renovation announced, a plant expansion, a permit filed, a funding round, a role posted. Then it asks which of those events creates demand for what you specifically sell.
The practical difference: with a contact database, your rep still has to decide who's worth calling. That decision is the product here. Plenty of teams will run both, so if you already pay for a contact database, keep it and we'll use it.
Where does your data come from?
Public and licensed sources, and we name them on every single opportunity rather than asking you to trust a category.
Depending on what you sell, that means: company and business registry data, news and trade publications, press releases and company announcements, job postings, construction and permit records, property records, procurement and bid notices, and funding announcements. Contact details come from commercial B2B data providers.
Where a contact detail hasn't been verified, the card says so rather than presenting it as confirmed. We'd rather hand you a gap you can see than a number you find out about on the call.
Is this GDPR and CCPA compliant?
Short answer: we treat it as an obligation to engineer for, not a box to tick.
We process business contact information about people acting in their professional capacity, which is the narrow lane B2B prospecting operates in. The commitments we're building around: keep the source and date on every contact record so provenance is auditable rather than assumed; honour deletion and opt-out requests across every client account so a suppressed contact stays suppressed; keep each client's data separated at the database level rather than by a filter in application code; and sign a data processing agreement before you send us anything.
What you should know: compliance also depends on how you use the data. Under GDPR, legitimate interest for B2B outreach is defensible but it isn't automatic, and some jurisdictions are stricter than others. We'll tell you where the lines are for the geographies you're targeting rather than telling you it's all fine.
Do I have to leave my CRM?
No, and we'd argue against it. Salesforce and HubSpot are systems of record and they do that job well. LeadLab is the layer in front: it decides what your reps work, and hands the opportunity over once it's real.
You can run the whole pipeline inside LeadLab if you'd rather, and smaller teams often will. But nothing here requires ripping anything out.
Opportunities move into your CRM by export and API, mapped to your fields and your stages. Tell us what you run and we'll show you exactly how it lands on the call.
What if the leads are bad?
Some will be. Any honest answer to this question starts there.
You can tell immediately. Every opportunity carries its evidence, so a bad one is identifiable in seconds rather than after a wasted call.
You tell us, and it changes things. Every opportunity has a Good lead / Bad lead rating with a reason. Those ratings tune the scoring for your account.
"Bad" has a written definition. On a managed engagement we agree the qualification criteria before the first batch, so quality is a standard we both signed rather than a feeling one of us has later.
How is this different from hiring an SDR?
An SDR is a good answer to this problem when you have the time to hire well, the management capacity to ramp someone, and enough runway to absorb it if the hire doesn't work out.
The differences worth naming: you'd be waiting a quarter for someone to become productive, you'd be paying while they learn your market, and their research quality is whatever one person can produce in a day. On a managed engagement, the research starts in week one, and it doesn't leave for a better offer.
Where an SDR wins: they're yours, they're in your standups, and they build relationships over time. Several teams should hire one. If you're going to, the honest version of our pitch is that LeadLab makes that hire productive faster.
Is this AI writing spam on our behalf?
No, and nothing sends automatically.
The AI drafts an intro email, a call opener or a follow-up, using the research on that one specific opportunity. A person reads it, edits it, and sends it. There's no sequence engine here blasting a list, because that isn't what this product is for.
The reason a draft is any good is the research underneath it: it can reference the actual renovation, the actual posting, the actual filing, and the actual person's role. Generic AI outreach is bad because generic input produces generic output. That's a data problem being blamed on a writing tool.
What does it cost?
Platform campaigns are priced individually, by how many leads a day you want. You can run several at once and add or pause them independently.
Managed Intelligence is priced per engagement, because the work genuinely varies: how many campaigns you're running, how deep the research goes, and how hard the contact data is to get in your market.
We'll give you a real number on the first call, and we won't need three calls to do it.