How do you drive adoption and customer engagement of a product that is valuable but not critical to customers' business?

This is a great and timely question, especially considering that most product/feature sets are evolving at an extremely rapid pace in a technology ecosystem becoming more expansive by the day as well (thanks, AI). One of the most important places to start is to consider what business objectives your product helps to serve, even if not considered critical to the customer's business. There's a reason your product is purchased across your customer base. What sets your product apart in the marketplace? Why are customers inclined to buy your product? How does your product drive business results in their organization - what is the value narrative? What happens when customers optimally use the product - what results do they see? Being able to effectively articulate this can allow you to then create measurable criteria to showcase progression against those objectives, thus proving customer ROI. Having a clear view into customer objectives also allows you to work with your product and marketing teams to align products and feature sets to these objectives, enabling your CS team to build success plans with customers anchored in these objectives, build strategies to drive product adoption/stickiness based on these use cases, and co-create a value narrative.