One thing to consider is how much professional or personal value you're company is creating for its customers.
Enterprise value is of course important. In B2B, if you don't deliver real value to the business with your product, the chance you're going to keep that customer is slim to none.
But people are selfish.
What they are truly seeking is status or money.
So helping them increase their professional value which can increase their personal value is important.
At HubSpot we did this through education and it's one of many reasons why I started HubSpot Academy. To help people learn new skills to get a promotion, to find a better job, or to have more confidence and produce better results for the job they have today.
Any company can do this. It doesn't require you to build HubSpot Academy.
What you need to do is to think carefully about what is something your customer needs help with that's related to your product and build something to address that pain.