Our Story


I'll tell you the story in a minute... but first, hear what some of our customers have to say about working with us over the years.


Senior Executive






Research Partner



It all started back in 2006, when I convinced a few friends from university to move out to Vancouver and try the live/work experience in a small loft...  


After struggling to get off the ground for a couple of years, we caught a huge break when the American Marketing Association (AMA) found us and asked to license some of our business tools & templates to create their "Marketer's Tool-Kit" - at that time we had no idea that our tools would become the industry standard for the marketing profession.


Fast forward a few more years, and we started working with marketing tech companies like Pardot, Marketo, Demandbase and Salesforce on research studies with our member community of 50,000+ members.


Then, the Association of International Product Managers & Marketers (AIPMM) discovered Demand Metric and certified our product management tools with their ProdBOK certification and partnered with us to provide their students and members with access to our resources.


Another major industry partnership was developed when the Association of National Advertisers (ANA) approached us to do another major content licensing partnership to get our content into the hands of thousands of marketing professionals in the Fortune 500.  Since then, the ANA partnership has expanded and we now perform research studies and develop content to drive value into their membership offering.


We were feeling pretty good about the growth of Demand Metric and the validation these major marketing associations provided to our member community when none other than Microsoft came knocking on the door. They found us through the AMA and wanted to use our assessments, training courses and tools & templates to train and certify their global network of re-sellers.  In the end, over 2,000 Microsoft partners were trained and certified in Digital Marketing with our resources.


Today, we have over 200,000 global members!  We've been fortunate to have a tremendous amount of support from our members, consultants, university professors, advisors, mentors, and association partners.  Without you, Demand Metric would not be what it is, and we're eternally grateful for all the guidance and support you have provided along the way. 


If you'd like to learn more about our story, we're happy to grab a coffee and shed more light into how we ended up where we are, and where we think we're headed.  Thanks for taking some time to learn more about us!



Jesse Hopps, Founder & CEO