I'm always surprised when I see that kind of websites with no clear calls to action.

They seem to violate all good landing page optimization guidelines, yet they are multi-million dollar businesses. Are they leaving money on the table by not optimizing their landing pages? Or did the customers learn to expect that kind of websites and already know they just have to call? In this case, would they be put off by a more modern approach?

In other words, can the B2C approach be applied to B2B without alienating potential customers? (Some companies do, check HubSpot).