Today, our integration consists of the following:
- Munchkin tracking code placed on every page (using Google Tag Manager, which manages our other tags/scripts, such as Google Analytics and Demandbase)
- Every form on our site is a Marketo embedded form.
- For every piece of content (and activity) that we want to track across our 23 country sites (and global), we create a dedicated program in Marketo. We've scaled our programs so that it tracks activity across multiple country sites (we used to create a program per country per content).
We still use Marketo landing pages - primarily where there's a single call-to-action and we need to keep the focus on the CTA. Especially since our website pages can be quite long with a variety of content to consume (for example: Sitecore | Avanade). Usually, they're used for PPC and paid advertising campaigns.
We're still working on getting xDB installed/deployed - which will enable us to do more advanced Marketo integration (e.g., bring in Marketo behavioral data for known leads to provide a highly relevant/personalized customer experience). This will also allow us to start taking advantage of some of the analytics capabilities in Sitecore that aren't available in Marketo. In fact, we're relying less on the analytics/reporting in Marketo and instead using the API to pull all relevant data (leads, programs, activities, etc.) into a central data warehouse where we have a set of custom dashboards and drill-down reporting - way beyond what RCE can provide. We're using SQL Server and Power BI for this.
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