Our Story - A Brief History of Demand Metric

Demand Metric is a global marketing research & advisory firm serving a membership community of 100,000+ senior marketers with primary research & benchmark reports, technology research & advice, consulting services, training, events, productivity apps, and a library of 500+ practical tools and templates.

Demand Metric’s core focus is to help B2B Marketing organizations improve internal capabilities and connect their activities to revenue growth.

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We’re 9 years old this year. Here’s a history of our key milestones:

Founder & CEO Jesse Hopps finishes university and starts working in Account Management at fast-growing I/T analyst firm, Info-Tech Research Group.



Jesse leaves Info-Tech after 5 years of service, but learns the value of solid information, tools, and advice for busy decision-makers.

Demand Metric is incorporated with the mission to help Marketers succeed by providing practical research, tools, training & advice.



Jesse recruits John Follett, a consultant working with the Canadian government, to help build the product and advise members.

Focus on developing practical resources results in a library of over 200 practical reports & tools and client base grows to 100 accounts.



Demand Metric starts to sign up blue chip clients like Toshiba, Kraft Foods, VeriSign and others.  Client base reaches 250 accounts.

Launch of free Community membership is successful and we grow our member community to 5,000+ members at 400 accounts.  The American Marketing Association (AMA) approaches us to license some of our marketing tools & resources to provide as a member benefit.  HubSpot's VP Marketing also licenses a package of our content to nurture their prospects.



We produce our first Consulting Methodology to help our members implement our resources in a step-by-step fashion, and celebrate our 5th year anniversary as a company.  As many members need help using our content, we launch our professional services division.

We partner with the AIPMM to get our Product Management tools ProdBOK certified, and continue to add new methodologies to our offering. We also launch our new website, do a total refresh and update of all of our content, and get our new Training Workshops off the ground. Our membership hits 25,000 members.



DM University is established to provide practical, online training courses and workshops for Marketers. Our social community is launched and we build our Senior Analyst Network and Research Director Dream Team to connect members with expert practitioners.

Our Community grows to 40,000 members, including over 1,200 corporate clients. Our Founder & CEO is nominated for Ernst & Young's Entrepreneur of the Year Award.  Benchmark studies are launched to provide members with primary research insights, and we launch Demand Metric Europe and Africa.



We launch our Virtual Summit series, Technology Solution Vendor Research, Benchmark Reports and Maturity Models.  Also, the Association of National Advertisers (ANA) licenses a number of our content resources to power their Marketing Knowledge Center.

Our Community grows to 75,000 members. We launch our Channel Marketing Enablement solution to help large technology companies assess and train their ecosystem of resellers.



We publish 20 new benchmark research reports and get covered regulary in Forbes, Entrepreneur, Econsultancy, eMarketer, MarketingProfs, and other key marketing publications.

Our strategic partnership with the ANA deepens and we produce 6 primary research reports on key topics for the industry such as Agency Compensation, Marketing Disruption, and Marketing Organizational Structure.