The Front Lines
SubscribeContent Studio
Rebecca McNeil.
VP of Marketing · SureCost
Rebecca McNeil is the Vice President of Marketing at SureCost, where she leads the demand generation, marketing operations, product marketing, and BDR teams. With 18 years of Sales and Marketing experience across Healthcare SaaS and EdTech, she is passionate about articulating the value of SureCost’s solutions in the pharmacy marketplace while fostering a creative, revenue-driven marketing team. Rebecca holds an English degree from the University of Vermont and has a proven track record of increasing demand, launching innovative products, and building marketing functions from the ground up. Her specialties include digital and product marketing, brand strategy, BDR operations, content creation, events, and optimizing sales and marketing alignment.
Guest
Rebecca McNeil
VP of Marketing
Company:
SureCost
Location:
Greater Boston
Loading episode...
Listen onApple PodcastsSpotify

In this episode of The Marketing Front Lines, we speak with Rebecca McNeil, VP of Marketing at SureCost, a smarter procurement and inventory solution for pharmacies. Rebecca shares how her team built a unified marketing operation where BDRs report directly to marketing, creating seamless alignment from top-of-funnel campaigns through demo booking. In an industry where traditional digital channels underperform, she's carved out success through association partnerships, trade shows, and a "value-first storytelling" approach that turns complex category creation into compelling narratives.

Topics Discussed:

Seven takeaways from this conversation.

Actionable for Healthcare Tech marketers

  1. Unify Marketing and BDRs Under One Team
    SureCost's 10-person marketing org includes six BDRs reporting through a BDR manager to the VP of Marketing. This eliminates red tape and ensures campaign messaging flows seamlessly from top-of-funnel content through BDR conversations. When prospects engage with a campaign, they hear the same story on follow-up calls—creating a consistent narrative that drives conversions. The key is working out operational SLAs upfront and fostering true collaboration with sales leadership through roundtable meetings and buddy systems.
  2. Build Multi-Channel Campaigns Around "Choose Your Own Adventure" Frameworks
    Rather than linear campaign flows, create branching conversation frameworks where every potential prospect question has a prepared response rooted in value proposition and customer stories. This approach transforms BDRs into storytellers who can adapt messaging based on how prospects engage, while maintaining consistency across all touchpoints. It takes time to build—SureCost invested four and a half years—but the result is campaign integration where content, operations, and conversations all reinforce the same narrative.
  3. Go Where Your Customers Actually Are, Not Where Marketing is Exciting
    SureCost abandoned paid media strategies that worked at previous companies because pharmacy audiences don't engage through typical B2B digital channels. Instead, they focus on industry-specific associations and media companies that pharmacists trust, publishing content through these channels and sponsoring their conferences. While creating "the best LinkedIn campaign ever" might be more exciting, driving actual leads means meeting customers in their preferred channels—even if those channels feel less cutting-edge.
  4. Establish AI Foundations Before Scaling With AI Tools
    SureCost's team built deep value proposition expertise and messaging frameworks before integrating ChatGPT and AI-driven ABM platforms. This means every marketer—from BDR managers to operations specialists—can write quality marketing emails manually, giving them the critical judgment to validate AI outputs. They know when AI is sourcing the right information, when to push back, and how to guide tools toward better results. This human foundation allows them to scale content confidently, turning webinar transcripts into blog posts while maintaining quality.
  5. Use AI for Hyper-Personalization That Humans Can't Scale
    SureCost implemented an AI-driven ABM platform that uses personalized tokens based on detailed personas. While their team created the personas, messaging, and segmentation strategy, the AI generates thousands of campaign variations that would be impossible to create manually. The key is providing the strategic direction—knowing exactly which segments to target and what messaging resonates—while letting AI handle the execution complexity of creating 45,000 different email versions.
  6. Analyze Conversation Transcripts for Pattern Recognition
    Beyond using AI for content creation, leverage it to analyze transcribed BDR calls and demo recordings. Look for patterns in what's working with prospects, where challenges consistently emerge, and what language resonates. This transforms qualitative conversations into quantifiable insights that inform campaign strategy, BDR training, and messaging refinement. The analysis scales your ability to learn from every customer interaction rather than relying on anecdotal feedback.
  7. Stay Close to the Customer as You Move Into Leadership
    Rebecca's top advice for VPs taking on BDR responsibility: participate in customer advisory board meetings, talk to product teams, sit in on demos, listen to BDR calls, and hear customer feedback firsthand. Don't rely solely on secondhand information or get too focused on operations and campaign creation. Your unique marketing perspective on direct customer interactions will surface insights that BDRs might miss—insights that enable the entire team and feed back into top-of-funnel campaigns.

More episodes

Nitesh Shroff
CEO & Co-Founder · Arintra
Colin Lawlor
CEO & Founder · Sleep ai
Ari Ashkenas
SVP Customer Success and Experience · Apploi
Scott Chetham
CEO & Co-Founder