Does anyone have tips around creating a sense of urgency among customers to adopt a new version of their product, specifically in B2B/B2B2C SaaS? Any recommendations is greatly appreciated. Happy to talk more if it's helpful. Thanks!

It always comes down to "what's in it for me".  How will the adoption benefit them and save them money, time, resources, etc.?  What's the cost of them staying where they're at? I'd recommend looking at their existing pain points and how the new version is addressing those and developing communications that lead with the value-add of the new version. Hope this helps but let me know if you want to chat more about your specific use case