12Twenty

2024 | B2B SaaS Series A | Events Marketing

Client

12twenty is an early-career talent platform that connects universities, students & alumni, and employers to make career services and hiring more data-driven and equitable. Schools use 12twenty’s Career Cloud to manage advising, employer relations, and outcomes reporting, while students tap Outcome Data & Analytics for real-world salary and offer-timing insights; employers access a pipeline of top college talent through a unified network. Today, 12twenty connects 4,000+ college programs with 350K employers, serving 55M+ students and alumni worldwide.

Overview

12Twenty brought us in to own their entire events marketing function across 28 events (happy hours, trade shows, internal team events, quarterly meetings, and the annual user conference).They were tracking tasks in Monday.com but lacked an end-to-end system to manage events, budgets, vendors, logistics, and reporting.

Services Delivered

Events Strategy
Events Planning
Events Coordination
Events Logistics
Vendor Management
Email Marketing
Sales Enablement

Inventory Management
Budgeting
Event Booth Design
Demand Generation
Vendor Negotiation
Account Based Marketing (ABM)

Strategies

Events Operating System (Notion Hub)

Deployed a turnkey Notion Events Marketing Hub to centralize planning, execution, and reporting.
Built core modules: event workspaces, budget trackers, vendor management, yearly planners, event policies, and performance dashboards.

End-to-End Event Production (28 Events)

Ran full-service management across design, contracting, information gathering, negotiation, onsite coordination, logistics, and budgeting.
Standardized runbooks and workflows to ensure consistent delivery across happy hours, trade shows, internal meetings, and the annual user conference.

Performance Governance & OKR Cadence

Led weekly, company-wide OKR reviews to track progress, surface risks, and drive action.
Operationalized reporting via the Notion dashboards for visibility on status, milestones, and outcomes.

Change Enablement & Org Adoption

Following the events program success, guided org-wide adoption of Notion for broader project tracking and documentation.
Provided templates, onboarding, and documentation to embed new ways of working at scale.

Operations, Budget, & Risk Management

Owned logistics and vendor coordination (shipping, show services, warehousing) to reduce friction and costs.
Managed budgets, insurance, and legal docs for compliant, on-time execution.

Tools Used

Notion, Google Workspace, Figma, Adobe Illustrator, HubSpot, & OneTap.

Results

Achieved a 155% improvement in attendance rate for a flagship happy hour.
Reached a 74% RSVP → attendee conversion for that event.
Successful events hub rollout that catalyzed company-wide migration to Notion for project and documentation management.