A B2B growth sequence where a product is adopted bottom-up by individual users, spreads virally through a professional community (e.g. a functional or industry community those users belong to), and — once enough individual users already exist inside a target organization — a sales team can then sell top-down to the whole company.
The sequencing matters: top-down enterprise deals only become viable after sufficient bottom-up penetration has accumulated within an account. Selling top-down before that penetration exists is selling into a vacuum; the individual adopters inside the org are what make the pitch credible to a buying committee.
Related to Content Loop: PLG Acquisition via Shared Artifacts (the artifact-sharing mechanism that can drive the bottom-up spread) and to Core Growth Loop Mapping & Acquisition Grafting (grafting a sales-led loop onto an existing PLG loop once it's proven).