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I just wanted to echo what Val said. We have a similar situation and are using the forms from the product team to collect all data. We've also built out some functionality in those forms to collect values like lead source and details from the url parameters and push that to Marketo through the API as well. That way we're still able to track our lead gen programs.
Amy, we helped a client develop the following workflow:
- Marketo form on Marketo landing page filled out
- Marketo uses Webhook to request login details from the product
- Via a 'response mapping', the login details are saved in custom fields in Marketo
- Marketo sends email to new user with the login information
Note 2: the product needs to have a REST interface for account creation and return the login details via XML or JSON. Our client already had that service available, so it was easy to set up the above workflow.
The options mentioned by Val and Jace are absolutely valid too. It's probably more common than using a Marketo form. If you use their approach, it's important to also submit the Cookie ID to Marketo, so that you can track people who register via the product form.
We have the same situation. So we have a form that is built in the product and sends to Salesforce with stamped Lead source information and then gets synced to Marketo. Since the LP is different for every form submission (unique login to the product), you could use a WebHook as Jep suggested but Im not confident in that flow. Plus - you have to get your product/engineering team to do some work.