Bottom-up marketing is a strategic planning approach that prioritises insights from customer-facing teams, data, and real-world campaign results rather than executive hypotheses. It encourages marketers to build a strategy from proven ground-level success.
In B2B demand generation, this often means scaling what’s already resonating with audiences, such as high-performing content formats or channels before expanding into new markets or segments.
Bottom-up approaches support agile marketing cultures, promoting evidence-based decision-making and faster iteration. They align especially well with growth-stage businesses that value experimentation and responsiveness over rigid annual planning cycles.
