Clawcrm

ClawCRM — AI-Native CRM Skill

ClawCRM is a CRM built for AI agents to operate autonomously. It manages leads, campaigns, outreach, analytics, quizzes, and proposals via a REST API.

Setup

The agent needs two things configured in TOOLS.md:

### ClawCRM
- Base URL: https://<deployment>.netlify.app (or self-hosted URL)
- Auth Header: x-admin-token: <token>
- Token file: secrets/clawcrm-token.txt

All API calls use:

curl -s "$BASE_URL/api/openclaw/<endpoint>" -H "x-admin-token: $(cat secrets/clawcrm-token.txt)"

Core Operations

Leads

# List leads (paginated)
GET /api/openclaw/leads?limit=100&offset=0

# Create lead (with optional custom fields)
POST /api/openclaw/leads
{"email":"...", "firstName":"...", "lastName":"...", "clinicName":"...", "practiceType":"...", "customFields":{"annual_revenue":"500k","referral_source":"linkedin"}}

# Update lead (with optional custom fields)
PUT /api/openclaw/leads
{"id":"...", "status":"qualified", "customFields":{"insurance_type":"commercial"}}

# Lead fields: id, email, clinicName, practiceType, tier (high/mid/low), status (new/prospect/contacted/qualified/won/lost), quizAnswers, score, crmData (includes custom fields)

Pipeline Stages

# List pipeline stages
GET /api/openclaw/stages

# Create stage
POST /api/openclaw/stages
{"name":"Discovery", "order":1, "color":"#3B82F6", "isDefault":false}

# Update stage
PUT /api/openclaw/stages
{"id":"...", "name":"Qualified Lead", "order":2}

# Delete stage
DELETE /api/openclaw/stages?id=<stage_id>

Custom Fields

# List custom fields
GET /api/openclaw/fields

# Create custom field
POST /api/openclaw/fields
{"fieldName":"annual_revenue","fieldLabel":"Annual Revenue","fieldType":"text","order":1,"isRequired":false}

# fieldType options: text, number, date, select, multiselect, boolean
# For select/multiselect: include "options": ["Option 1", "Option 2"]

# Update custom field
PUT /api/openclaw/fields
{"id":"...", "fieldLabel":"Annual Revenue (USD)", "isRequired":true}

# Delete custom field
DELETE /api/openclaw/fields?id=<field_id>

Org Settings

# Get org settings (branding, contact, locale, features)
GET /api/openclaw/org

# Update org settings (full replace)
PUT /api/openclaw/org
{"branding":{"brandName":"Acme Corp","primaryColor":"#FF6B35"},"contact":{"replyToEmail":"hello@acme.com"}}

# Partial update (merge with existing)
PATCH /api/openclaw/org
{"branding":{"logoUrl":"https://example.com/logo.png"}}

# Settings structure:
# - branding: brandName, logoUrl, primaryColor, secondaryColor
# - contact: replyToEmail, fromName, supportEmail, phone
# - locale: timezone, currency, dateFormat
# - features: quizEnabled, proposalsEnabled, analyticsEnabled, emailIntegrationEnabled

Campaign Templates

# List campaign templates (org-specific + public)
GET /api/openclaw/templates?category=<category>&include_public=true

# Create campaign template
POST /api/openclaw/templates
{"name":"Welcome Sequence","category":"onboarding","trigger":"quiz_completed","steps":[{"channel":"email","delay":0,"subject":"...","body":"..."}]}

# Instantiate template as campaign
PATCH /api/openclaw/templates
{"templateId":"...", "name":"Q1 Welcome Campaign"}

# Categories: onboarding, nurture, reactivation, winback, custom
# Steps: [{"channel":"email|sms","delay":<hours>,"subject":"...","body":"..."}]

Analytics

# Pipeline overview (default 30d)
GET /api/openclaw/analytics

# Returns: totalLeads, leadsInPeriod, quizCompletions, proposalsViewed, conversionRate, leadsWon, pipeline byStatus

Campaigns & Sequences

# List campaigns
GET /api/openclaw/campaigns

# Create campaign sequence
POST /api/openclaw/campaigns
{"name":"...", "trigger":"quiz_completed|high_score_lead|manual|...", "steps":[...]}

# Triggers: quiz_completed, proposal_viewed, proposal_not_viewed_24h, high_score_lead, stage_changed, manual
# Channels: email, sms, linkedin, twitter

Follow-ups

# Get actionable follow-ups with email templates
GET /api/openclaw/followups

# Send follow-up
POST /api/openclaw/followups
{"leadId":"...", "channel":"email", "subject":"...", "body":"..."}

Touchpoints

# Lead activity history
GET /api/openclaw/touchpoints?leadId=<id>

# Log touchpoint
POST /api/openclaw/touchpoints
{"leadId":"...", "type":"email|call|meeting|note", "content":"..."}

Other Endpoints

GET /api/openclaw/health          # Health check
GET /api/openclaw/quiz            # Quiz funnel config
GET /api/openclaw/playbooks       # SDR workflow playbooks
GET /api/config/proposal          # Proposal page config

Email Integration

For sending outreach emails, ClawCRM works with external email providers:

• MailerSend — API-based transactional email (configure API key + verified domain)
• Himalaya/IMAP — Read replies, search threads, manage inbox
• Gmail/Outlook OAuth — Zero-setup for end users (connect via OAuth, send from their real email)

See references/email-integration.md for setup patterns.

Outreach Workflow

1. Pull leads: GET /api/openclaw/leads → filter by tier/status
2. Draft personalized emails using lead data (quiz answers, practice type, pain points)
3. Save drafts for human review before sending
4. Send via MailerSend or follow-up endpoint
5. Log touchpoints: POST /api/openclaw/touchpoints
6. Monitor replies via IMAP and update lead status
7. Check analytics: GET /api/openclaw/analytics

See references/outreach-playbook.md for creative outreach strategies.

Key Principles

• Outcomes over output — 100 leads in a spreadsheet is worthless if nobody's been contacted. Measure by replies, meetings booked, deals closed.
• Always personalize — Use quiz answers, practice type, location, and pain points. Never send generic templates.
• Human-in-the-loop for sends — Draft emails and save to a file for review. Only send after approval unless explicitly told to auto-send.
• Log everything — Every email sent, reply received, meeting booked → log as touchpoint.