Over half my client base is B2B - I sure know what you're talking about here. B2B copy requires a whole different gear. A strongly focused marketing message, delivered in a straight forward, concise and informative voice is the only way I've ever found that works.
Business prospects don't have time for BS, and they can smell hype a mile away, because it wastes their time. But even with all that time pressure, B2B sales cycles are usually much longer than B2C. An immediate "find the page, make the purchase" is a real oddity.
In fact, I've often gone back to clients and asked for a more solid set of sales points or a more exact profile of the target market. Is the copy for the person with the checkbook, the actual decision maker? Or is it for the "decision influencer" -- someone who may be the person with the problem, but no right to commit the dollars without approval of a higher up.
Pulling the keywords from server logs is almost a must for developing exactly the right phrases in my copy. The decision influencer often searches in 4,5,6 word phrases. Copy that mirrors those exact words can get your company on their "short list", which is exactly the "conversion" you hope for from a decision influencer.
But then you need some copy that they can take to the person with the checkbook - maybe a nice downloadable PDF. That way you're also giving the influencer the tools they need to take to the finance department and bring the final conversion home for you.
The C-level person (CEO, CFO, CIO) needs a whole 'nother message in a whole 'nother voice. These folks are not usually familiar with the gritty details of the challenge your product/service addresses - and they don't want to be.
So copy that generates a B2B conversion often requires getting "inside the head" of 2 or 3 very different people.