How OverDrive Markets a FREE Product – Jen Leitman, CMO o...

What this episode covers

Marketing a free product might sound easy, but in reality, it comes with its own set of challenges. In this episode of BRANDED+, we sit down with Jen Leitman, CMO of OverDrive, the powerhouse behind Libby, Kanopy, and Sora—apps that give millions of people free access to books, audiobooks, and films.Jen shares her insights on marketing strategies for mission-driven brands, what it takes to build demand for a free product, and why emotional connection is key to audience engagement. From TV production and wine marketing with Francis Ford Coppola to leading one of the most influential companies in the library space, her career journey is packed with lessons for every marketer.We break down:How OverDrive reaches and retains users—without charging them a pennyWhy word-of-mouth is a game-changer for free productsThe challenge of marketing through libraries and institutionsWhat every brand can learn from OverDrive’s successTune in to learn the real strategies behind marketing a free product—because if it’s free, people should be lining up, right? Not quite.

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How long is this episode of BRANDED Leaders?

This episode is 39 minutes long.

When was this BRANDED Leaders episode published?

This episode was published on March 4, 2025.

What is this episode about?

Marketing a free product might sound easy, but in reality, it comes with its own set of challenges. In this episode of BRANDED+, we sit down with Jen Leitman, CMO of OverDrive, the powerhouse behind Libby, Kanopy, and Sora—apps that give millions of...

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