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I push the valve up at the start of the process and since you have to seat the valve first it makes sense to start from there so you're not flipping the wheel.
Also, if it's a tight fittting rim/tyre combo, there's more rubber around valve stem which makes seating the bead more difficult.
Basically, either way is fine...
... but my way is best. :)
Do it the other way. Rest it on the ground with the valve at the top near your man/lady parts and stretch the tyre downwards. With the newly-found slack on the non-valve side, use your thumbs to push the unseated bead over the rim. Little bit on the left side, little bit on the right side and eventually the whole thing should be seated.