The motor slow-down is a good application of a "PWM" switching controller. Since you don't need the smooth voltage output of a complete DC-DC converter circuit, you can drive several amps into a DC motor, with an adjustable duty cycle (12V when "on", 0V when "off"), and the motor reacts as if it's a lower voltage. This kind of circuit is very energy-efficient (90% is attainable) and the components are readily available. Shouldn't cost more than $15 if you put it together yourself. A simple knob for adjustment would act like a dimmer-switch speed control, but for DC input you ***can't*** use a regular household dimmer switch, of course.
Let me know if you'd like more detail. The full-load current of the motor would be a necessary starting point for a reliable and cost-effective design.
Bob Funk
Addendum;
Since we are using resistive electric heat, the efficiency of the speed control is not an issue -- as long as the "waste" heat makes it to the recirculating fluid, it's as useful as if it were energizing the heating element(s). So, there's no need for anything electronic at all...
Just put a flexible heater element (or foil heater, or heating tape) of the needed resistance in series (electically) with the motor, and attach it thermally to the tubing or the tank. The motor runs slower, and you put a bit more heat into the liquid. Once you know the needed voltage for the reduced speed, and the motor current at that speed, just grab a catalog for foil heaters (like they put in some coffee makers) and you have a "100% efficient" motor speed control.
Summary:
For adjustable pump speed, use a simple PWM control. For a fixed pump speed (with fairly constant 12V supply), just add a heater element in series with the motor. Either approach requires some knowledge of the motor current for a complete design solution.
Thanks for listening,
Bob