CRM Automation Planning — ElderMark, Axiom.ai & Email Nurtures

Overview

Planning session between Mark Hope and Karly Oykhman to design and build CRM automations for ^[1] using ElderMark as the source system. The call covered three planned email nurture sequences, the constraints imposed by ElderMark's lack of an API, live troubleshooting of an Axiom.ai browser bot, and the discovery of an existing MailChimp account.

Attendees: Karly Oykhman, Mark Hope
Related client: ^[1]

Key Decisions

• ElderMark has no API. All data extraction must go through manual or browser-automated CSV/XLS exports. There is no direct integration path.
• Axiom.ai will be used to automate the weekly export of the full ElderMark prospect list, removing the manual burden from Erica. This is the chosen workaround, pending resolution of the current blocker.
• Three nurture sequences are in scope: New Lead, Post-Tour, and Past Contact (see details below).
• MailChimp is the sending platform. An existing Cordwainer MailChimp account was discovered (credentials in LastPass). No need to provision a new email platform.
• Erica must maintain data hygiene in ElderMark for the export-based approach to work — specifically, deleting no-show tour records so the tour export reflects only completed tours.
• A new "Nurture Flag" field is needed in ElderMark to allow Erica to mark leads she attempted to call but couldn't reach, triggering the New Lead nurture.

Nurture Sequences

1. New Lead Nurture

• Trigger: New lead added to ElderMark AND Erica's initial call goes unanswered.
• Logic: Erica calls first; automation only fires if she flags the lead as unreachable. Requires a new custom field in ElderMark (e.g., "Nurture Flag" or similar) to signal this state — cannot rely on a free-text field.
• Emails: Welcome/nurture series (copy TBD via AI drafting).
• Dependency: Karly to coordinate with Erica on defining and adding the field.

2. Post-Tour Nurture

• Trigger: Tour marked as completed in ElderMark (i.e., a tour record exists in the export).
• Flow: 3-email follow-up sequence (e.g., thank-you, follow-up, soft CTA).
• Emails: Copy TBD via AI drafting.
• Dependency: Erica must delete no-show/cancelled tour records before the weekly export runs. The system will assume any tour record in the export represents a completed tour.
• Note: Volume is expected to be low enough that manual notification from Erica (email to team) is a viable fallback if the export approach proves unreliable.

3. Past Contact Nurture

• Trigger: Contact appears on a general list of past inquiries/non-active leads.
• Flow: General "stay in touch" campaign (cadence and email count TBD).
• Dependency: Erica to provide the "Professionals" CSV — a legacy file of contacts (references, conference contacts, etc.) that needs enrichment before it can be imported. File is currently incomplete (missing names and emails on some records). Karly has followed up with Erica to send it over.

ElderMark API Constraint & Workaround

ElderMark does not expose an API, making direct integration with any external automation platform impossible. The chosen workaround is a weekly XLS export of the full prospect list, processed externally to drive MailChimp campaigns.

Two export approaches are being evaluated:

The manual fallback is viable in the short term. Mark estimated the split as "we do 90% of the work, Erica does 10% — export once a week and drop it in a folder."

Axiom.ai Bot — Setup Progress & Blocker

Axiom.ai is a Chrome extension that records browser interactions (click sequences) and replays them on a schedule. The team spent significant time during this call building and debugging the ElderMark login and navigation bot.

Progress Made

• Login resolved: Initial attempts failed because the starting URL redirected before the login form was ready. Fixed by changing the starting URL to the direct tenant URL (app4.eldermark.com/.../Anthemian), which bypasses the redirect. Login now completes successfully.
• Navigation working: Bot successfully clicks the nine-dot menu → CRM.

Current Blocker

• "All Prospects" click fails consistently. After navigating to the CRM section, the bot cannot reliably click the "All Prospects" link. The element is sometimes highlighted (visible to the bot) but the click still fails with a "couldn't find element" error. Root cause is unclear — possible timing issue, dynamic rendering, or bot-detection by ElderMark.

Remaining Steps (once blocker is resolved)

1. Click "Download XLS" button
2. Select "All Pages" in the export dialog
3. Click "Export" button
4. File downloads locally (confirmed — does not email, downloads to disk)
5. Schedule bot to run weekly

Cost Note

Axiom.ai starts at ~$30–50/month for the starter tier (one bot). Worth evaluating whether the time saved justifies the cost once the bot is stable.

Action Items

Related Notes

• ^[2]
• ^[3] (create if needed)
• ^[4] (create if needed)