[Emphaticdotco]

This article talks a lot about switching costs without naming it as such. But they're pretty key for getting B2B customers to try something new. You can definitely try to maximize them (if you're the incumbent that doesn't want to be displaced) or minimize them, as in Slack's case, with information. We just did a write-up on this topic: http://www.emphatic.co/blog/switching-costs-marketing/