I discovered the best way to do it. Use Snap.svg to create the svg and then use the function toDataURL() that creates the graphics data to include as icon. Note that I use the SlidingMarker class for the marker that gives me nice movement of the marker. With Snap.svg you can create any kind of graphics and your map will look fantastic.
var s = Snap(100, 100);
s.text(50, 50, store.name);
// Use more graphics here.
var marker = new SlidingMarker({
position: {lat: store.lat, lng: store.lng},
map: $scope.map,
label: store.name, // you do not need this
title: store.name, // nor this
duration: 2000,
icon: s.toDataURL()
});