How 12twenty grew demo requests +156% with guided, personalized journeys

12twenty is a data-powered early-career talent platform. Its two platforms, Career OS and Recruiter OS, empower students and alumni to advance their careers while helping universities better serve their scholars, and making it easy for employers to connect with the best-qualified and most-diverse talent on the market.

12twenty wanted to showcase the potential of its solution by increasing demo requests. Despite getting website traffic, it was not driving enough conversions.

• Traffic that did not convert. Visitors were arriving, but too few were turning into demo requests
• A tight budget and small team. The team needed efficient, cost-effective marketing that did not add headcount
• Experience that had to earn the demo. Prospects needed an enhanced, relevant experience to move toward booking

In that scenario, the team needed marketing strategies that were efficient, cost-effective, and delivered a better experience to prospects, and that is where Pathmonk stepped in.

Pathmonk's technology identifies the critical moments that shape a visitor's decision on whether to stay, sign up, or leave. By delivering website interactions matched to the stage of the buying journey, Pathmonk triggered more conversions and gave 12twenty's prospects a more personalized experience.

Why 12twenty chose Pathmonk over more traditional CRO tools:

• Marketing efficiency, balancing timing and budget constraints so a small team could achieve outsized results
• Key decision-moment detection, converting website traffic into valuable actions at exactly the right time
• Seamless integration with existing sales and marketing tools, requiring minimal effort to launch
• Privacy compliance, ensuring a secure, frictionless experience that built trust with prospects

After implementing Pathmonk's hyper-personalization through micro-experiences, 12twenty saw a remarkable 156% increase in the number of demo requests.

• +156% demo requests, a remarkable rise driven by hyper-personalized micro-experiences
• More from existing traffic, as identifying key decision moments gave prospects timely opportunities to schedule a demo
• Cost-effective and efficient, significant results achieved despite a tight budget and a small team
• An enhanced, trusted experience, with relevant, timely content and privacy-compliant tracking that helped 12twenty stand out in a competitive market

Beyond the volume, the win was efficiency: more booked demos from the same traffic, without stretching the team or the budget.

• Personalized marketing goes a long way. Focusing on the right prospects at the right time with personalized content maximizes impact while minimizing the resources required
• Care about your audience. A quality online experience at every stage of the buying journey makes a lasting impression and supports the decision-making process
• Efficient, affordable tools exist. Pathmonk matched 12twenty's budget and goals while delivering personalized content in key decision moments, increasing conversions and driving more business