A list item in an F2 Lookup can be setup to retrieve information from your contact manager.  For Kaseya BMS you can retrieve company or contact information.  For a list of fields that you can use, go into the DataLink setup where you add a new field mapping and in the Contact Manager Field drop down you will see a list of all the available fields that can be used.

Example:

~Kaseya BMS_Macro (contact->phone_home)