Who is Tolly Leads for?

B2B service-based businesses: MSPs and IT services, cybersecurity and penetration testing firms, accounting and outsourced finance, legal services, recruiting and staffing, compliance services, and commercial real estate services.

How is the list delivered?

In Google Sheets or CSV, ready for your CRM, outbound platform or sales team. There is no software to log into.

What does each prospect include?

Company name and domain, contact name and title, verified email, mobile where available, LinkedIn profile, an ICP score, the relevant signals, why the company is a fit, why that contact is relevant, and an outbound hypothesis for why now.

How quickly is the first list delivered?

Within 5 business days of completed onboarding.

What do I need to provide?

Five of your best customers, your open opportunities, your closed and lost opportunities, and basic business context such as what you sell, geography and typical deal size.

How much does it cost?

250 prospects a month is $2,000, 500 is $3,500 and 750 is $5,000, on a three-month commitment with a one-time $500 setup fee. Custom connectors to your own APIs or internal data sources may require additional setup costs.

Tolly Leads — Outbound Prospect Research for B2B Service Firms

A look at the output

This is what a delivered list actually looks like.

We score the account once, then carry that score into every person worth contacting there. Click a row to see who we'd surface and why each of them.

Built for	Company	Account score	Signal	Why now	Delivered
MSP	Rivergate Dental Group	92	3rd location, no in-house IT	Scaling without infrastructure	3 prospects
The account 3-location dental group that just opened its third site with no dedicated IT hire. Who we'd surface Why them Score Practice Administrator Owns vendor selection and the operations budget across all three sites. 92 Managing Dentist, Owner Signs off on spend at this level and feels the downtime personally. 92 Office Manager, new site Running the third location day to day, first to hit the IT problems. 92
Cybersecurity	Lockwood Financial Advisors	95	Hiring toward a SOC 2 initiative	Audit deadline approaching	3 prospects
The account Registered investment advisor posting for a compliance analyst ahead of a stated SOC 2 push. Who we'd surface Why them Score Head of Compliance Owns the audit timeline and selects the vendor. 95 Chief Technology Officer Accountable for the technical controls the audit will test. 95 Chief Operating Officer Controls budget for an initiative they're already hiring against. 95
Accounting	Solstice Outdoor Co.	90	Closed a Series A	New finance complexity post-raise	2 prospects
The account Outdoor gear brand that closed a Series A eight weeks ago, still running finance on founder spreadsheets. Who we'd surface Why them Score Chief Financial Officer Newly responsible for investor-grade reporting they haven't needed before. 90 Head of Operations Feels the month-end close slipping before anyone else does. 90
Legal	Marrow Robotics	89	Hiring first in-house counsel	Coverage gap during the search	3 prospects
The account Robotics company posting for its first in-house counsel, a search that typically runs 4 to 6 months. Who we'd surface Why them Score Chief Operating Officer Carrying legal exposure directly until the hire lands. 89 Chief Executive Officer Still signing contracts personally at this stage. 89 VP People Running the counsel search and knows exactly how long the gap is. 89
Real Estate	Kestrel Logistics	87	Posted for a second warehouse lease	Expanding footprint	2 prospects
The account Logistics company actively evaluating a second distribution site. Who we'd surface Why them Score VP Operations Owns site selection and runs the lease negotiation. 87 Chief Financial Officer Approves a multi-year lease commitment of this size. 87
Staffing	Anders Manufacturing	93	Job postings up 40% in 60 days	Scaling headcount fast	3 prospects
The account Manufacturer with a sharp spike in open roles across production and operations. Who we'd surface Why them Score VP Operations Production targets depend on filling these roles this quarter. 93 HR Director Owns recruiting and is the one falling behind the pace. 93 Plant Manager Feels the understaffing shift by shift. 93
Compliance	Talbot Health Partners	91	New state licensing requirement	Regulatory change incoming	2 prospects
The account Healthcare group operating in a state that just announced a new licensing requirement for their category. Who we'd surface Why them Score Director of Compliance Owns the response to the new requirement. 91 General Counsel Reviews regulatory exposure across all three states they operate in. 91
Accounting	Pemberton Freight	62	Right profile, no active trigger	No trigger yetsecondary	1 prospect
The account Right size and right industry, but nothing suggests the finance function is under pressure right now. Who we'd surface Why them Score Controller Right contact if a trigger appears. Ships with the list, ranked below the rest. 62

Signals vary by business. An MSP's signals look different from an accounting firm's. You get every account we find, and every prospect carries its account's score so your reps know what to work first.

Built for your business

Pick your industry. See what we'd build for you.

The signals that matter for a law firm are not the signals that matter for an MSP. Here's what we'd track, and what a prospect looks like, for each.

Who you'd be reaching

Companies with legal exposure and nobody in-house to handle it.

Growing companies without in-house counsel, businesses mid-acquisition, and firms facing a new regulatory requirement they haven't staffed for.

Signals we'd track for you

Hiring first in-house counsel M&A activity New regulatory requirement Funding round closed Executive turnover Litigation filings Expansion into a new state Contract-heavy hiring

A scored account

Marrow Robotics

Elena Voss · COO · 140 employees

89/ 100

Hiring first in-house counsel Series B closed 5 months ago 2 new state registrations

Why now: Legal exposure is growing while the counsel search runs 4 to 6 months.

Without the signal

Hi Elena, I wanted to reach out about our legal services. We work with growing technology companies on contract review, compliance, and general counsel support. Would you be open to a 15-minute call this week to discuss your legal needs?

Could have been sent to anyone.

With the signal

Hey Elena - Saw you're hiring your first in-house counsel. That search usually takes 4 to 6 months, and contracts don't pause while you wait. We cover contract review through the whole search so nothing stalls while you hire. Want to talk through coverage while you search?

Could only have been sent to her.

Who you'd be reaching

Companies that are about to need more space, or better terms on it.

Businesses opening a second site, companies outgrowing a current lease, and operators expanding into a market they don't know yet.

Signals we'd track for you

New lease or site signed Headcount outgrowing current space Expansion into a new market Facilities or ops hiring Lease expiration approaching Funding round closed Warehouse or distribution posting Return-to-office announcement

A scored account

Kestrel Logistics

Tom Bradley · VP Operations · 220 employees

87/ 100

Posted for a second warehouse lease Headcount up 30% this year Expanding into a new region

Why now: First-time multi-site negotiators usually leave leverage on the table.

Without the signal

Hi Tom, I'm reaching out from a commercial real estate firm specializing in industrial and warehouse space. We help growing companies find and negotiate the right locations. Do you have 15 minutes this week to talk about your space needs?

Could have been sent to anyone.

With the signal

Hey Tom - Saw the posting for a second warehouse lease. Most teams underestimate how much leverage they have on a second site until someone's negotiated one before. We negotiate second-site leases for operators who haven't done one before. Worth comparing notes before you sign anything?

Could only have been sent to him.

Who you'd be reaching

Companies whose finances just got more complicated than their team.

Businesses that recently raised, companies going through an acquisition, and firms whose finance function is still a founder and a spreadsheet.

Signals we'd track for you

Funding round closed Open finance and accounting roles M&A activity Earnings and filing signals CFO or controller turnover Rapid headcount growth Multi-state expansion New revenue line launched

A scored account

Solstice Outdoor Co.

Marcus Hale · CFO · 85 employees

90/ 100

Series A closed 8 weeks ago No controller on staff Open senior accountant role

Why now: Post-raise reporting requirements outpace what a lean finance team can carry.

Without the signal

Hi Marcus, Our firm provides outsourced accounting and CFO services for growing businesses. We handle bookkeeping, financial reporting, and strategic finance support. Would you have time for a quick call to explore whether we'd be a fit?

Could have been sent to anyone.

With the signal

Hey Marcus - Congrats on the Series A. Most teams at your stage are still running finance on a founder's spreadsheet six months later, and it shows up in the next raise. We build post-raise finance functions so the books hold up at the next board meeting. Worth a conversation before your next board meeting?

Could only have been sent to him.

Who you'd be reaching

Companies that just outgrew whoever was handling their IT.

Multi-location operations with no dedicated IT hire, businesses that just lost their internal tech person, and firms adding sites faster than infrastructure.

Signals we'd track for you

New location opened No dedicated IT hire IT staff departure Tech stack turnover Headcount growth without IT hiring Help desk or ops job postings Legacy system in use Acquisition completed

A scored account

Rivergate Dental Group

Jamie Okonjo · Practice Administrator · 3 locations

92/ 100

Third location opened No dedicated IT hire Hiring across front-office roles

Why now: Multi-site operations without in-house IT means slow fixes and growing risk.

Without the signal

Hi Jamie, We're a managed IT services provider working with healthcare practices in the region. We offer help desk support, network management, and cybersecurity. Could we set up a short call to discuss your IT needs?

Could have been sent to anyone.

With the signal

Hey Jamie - Noticed Rivergate added its third location without a dedicated IT hire. Most practices your size lose half a day a week to basic IT fires once they cross 3 sites. We handle multi-site IT for practices in exactly this spot, without them adding a hire. Worth a quick look?

Could only have been sent to her.

Who you'd be reaching

Companies hiring faster than they can screen.

Businesses with a sudden spike in open roles, operations opening a new site, and companies with roles that have sat unfilled for months.

Signals we'd track for you

Job posting volume spike Roles open 60+ days New office or plant opening Seasonal headcount surge Recruiter departure Funding round closed Expansion into a new market High turnover indicators

A scored account

Anders Manufacturing

Casey Lin · VP Operations · 340 employees

93/ 100

Job postings up 40% in 60 days 6 production roles open 60+ days No in-house recruiter listed

Why now: Internal recruiting can't keep pace with a hiring spike this steep.

Without the signal

Hi Casey, We're a staffing firm specializing in manufacturing and industrial placements. We help companies fill roles quickly with pre-vetted candidates. Are you open to a brief conversation about your hiring needs?

Could have been sent to anyone.

With the signal

Hey Casey - Noticed job postings up 40% in the last 60 days. That pace usually outstrips what an internal recruiting team can screen well, and quality slips first. We take the screening load off internal teams when hiring outpaces them. Open to seeing how that'd work here?

Could only have been sent to him.

Who you'd be reaching

Companies with a security deadline and not enough people to hit it.

Firms pushing toward a certification, businesses that just disclosed an incident, and companies whose customers are starting to ask hard security questions.

Signals we'd track for you

SOC 2 or ISO initiative Security role postings Breach or incident disclosure Compliance deadline approaching New enterprise customer signed Security tooling added CISO hire or departure Regulated market entry

A scored account

Lockwood Financial Advisors

Renee Alcott · Head of Compliance · 95 employees

95/ 100

Hiring toward a SOC 2 initiative No security vendor detected Two enterprise clients signed

Why now: An unstaffed certification push usually means the timeline is already at risk.

Without the signal

Hi Renee, Our team provides cybersecurity and compliance services including penetration testing, audit readiness, and ongoing monitoring for financial services firms. Would you be available for a call to discuss your security posture?

Could have been sent to anyone.

With the signal

Hey Renee - Saw your team is hiring toward a SOC 2 initiative. Most firms burn 6 weeks on evidence collection alone before the audit even starts. We run the evidence collection and audit prep so your team isn't absorbing it. Curious how tight your timeline is?

Could only have been sent to her.

Who you'd be reaching

Companies facing a rule change they haven't prepared for.

Businesses in a category that just got new requirements, firms with an audit coming, and operators expanding into a state with different rules.

Signals we'd track for you

New licensing requirement Upcoming audit Regulatory change in their industry License renewal approaching Expansion into a new state Compliance role postings Enforcement action in their category Acquisition completed

A scored account

Talbot Health Partners

Priya Raman · Director of Compliance · 180 employees

91/ 100

New state licensing requirement Operating in 3 states No compliance vendor detected

Why now: Most teams find the gaps during the audit rather than before it.

Without the signal

Hi Priya, We help healthcare organizations manage regulatory compliance, including licensing, audit preparation, and ongoing monitoring across multiple states. Would you have 15 minutes to discuss your compliance program?

Could have been sent to anyone.

With the signal

Hey Priya - Saw the new state licensing requirement just dropped for your category. Most teams find out they're non-compliant during the audit, not before. We map the new requirement against where you actually stand, before the audit does. Want a quick rundown of what's changing?

Could only have been sent to her.

Signals in the message

The signal doesn't just qualify the account. It writes the first line.

Every list ships with a drafted opener built from the specific signal behind the score, highlighted here so you can see exactly where it comes from.

MSP Operational gap signal

Account opened a third location with no dedicated IT hire.

To: Jamie, Practice Administrator

Cybersecurity Compliance signal

Account is hiring toward a SOC 2 initiative.

To: Renee, Head of Compliance

Accounting Funding signal

Account closed a Series A in the last 60 days.

To: Marcus, CFO

Legal Hiring signal

Account is hiring its first in-house counsel.

To: Elena, COO

Real estate Expansion signal

Account posted for a second warehouse lease.

To: Tom, VP Operations

Staffing Hiring velocity signal

Job postings up 40% in the last 60 days.

To: Casey, VP Operations

Compliance Regulatory signal

New state licensing requirement just announced.

To: Priya, Director of Compliance

Your salespeople should be selling.

Your salespeople aren't paid to build lists.

Where the week goes

The people your salespeople should be talking to.

This is what a delivered list actually looks like.

Scoring is built around the signals that matter for your business.

A wide net of signals, weighted differently for every client.

Pick your industry. See what we'd build for you.

Companies with legal exposure and nobody in-house to handle it.

Companies that are about to need more space, or better terms on it.

Companies whose finances just got more complicated than their team.

Companies that just outgrew whoever was handling their IT.

Companies hiring faster than they can screen.

Companies with a security deadline and not enough people to hit it.

Companies facing a rule change they haven't prepared for.

The signal doesn't just qualify the account. It writes the first line.

Not another lead list.

A prospect is a specific person at a specific company.

Delivered in the format your sales team already uses.

Three things to get started. We handle the research from there.

A three-month engagement, not three separate lists.

Onboarding and the first list

Working the list, and learning from it

An improved list

A shared Slack channel, not a database login.

AI won't do your outbound for you.

Infrastructure, not the selling point.

Same service. Pick how many prospects you need.

Let's see if this is a fit.

Thanks. We'll be in touch.

Know who to call next.