How Do You Do It? Top Down or Bottom Up
The marketing and communications business is at a bewildering junction, with two simultaneous models vying for brains and assets. Most marketing campaigns look at personas of their buyers and determine what is the best path to the promise land.
Bottom-up marketing is a concept with no single definition, but a few distinct components that set it apart from traditional top-down marketing strategies. Unlike traditional marketing, where executives create a marketing plan and a strategy to promote a company’s products and services, bottom-up marketing is mainly driven by the employees of a company. Employees recognize one specific customer need the company can meet and create a marketing strategy around that single idea.
A great example is Dropbox. Dropbox rose to $10 Billion valuation through its connection with the end user. Dropbox focused on providing the masses of end users (both personal and professional) a block of cloud storage that elegantly and brilliantly stayed synchronized on your local hard drive and your collaborative peers hard drives. Dropbox didn’t sell the CFO on cost benefits and the CTO on the power of the cloud. Dropbox simply delivered a great service with a viral approach to a roll out that created an ever growing desire for more and more storage in the cloud. In the end so many businesses had hundreds and thousands of BYOS (bring your own storage) and they needed to take control of this corporate intellectual property, and reached out to Dropbox for the suite of tools and administration to make managing the cloud instances so much more manageable, secure, and scale-able.
The top-down marketing plan contains four principal sections: situation analysis, marketing objectives, marketing strategy, and tactics. A company’s marketing objectives should be logical deductions from an analysis of its current situation, its prediction of future trends, and its understanding of corporate objectives. In the end, a top down marketing approach focuses on the top executive personas most often. The constituent who controls the purse strings. All SaaS and Enterprise technology companies are always looking for the high and mighty inside an enterprise that has the power to sign on the dotted line. Top down marketing focuses its message and offers so they should relate to the needs of specific target markets and specify sales objectives. Marketing-target objectives should be specific, quantitative, and realistic. The messaging of a top down approach often caters to the fears and dreams of that influential executive.
A great example of top-down marketing is the hyper growth industry of cyber-security. Every executive fears waking up to their employer’s brand on the headlines of major media outlets next to the word breach or hacked. Years and years of customer loyalty and brand preference can be washed away overnight. Cyber security companies are preying on these executives with a top down marketing approach that strikes fear into their hearts and minds and forces them to strike the check and implement countless solutions to help them sleep easy at night as they try to appease key constituencies including public markets.
Does your business ever wonder how to harness its precious marketing and communications budget to achieve its short and long term goals? Contact Elxel. We are a top marketing agency that delivers results whether your campaign is focused top down or bottom up. Let us use our proprietary methodologies to define the right method, and then develop the campaigns, platforms, and content assets to knock the cover off the ball.