Why 90% of B2B Websites Fail (And How This Iceland Startup Raised $2.2M to Fix It)

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Founder’s Background and Intro

Ómar Thor Ómarsson went from financial engineer to marketing leader to AI startup founder—and along the way, he discovered a persistent blind spot in B2B marketing: teams overwhelmed by data and under-equipped to act on it.

After serving as CMO at Meniga, a fintech selling to global banks, and consulting for over 100 B2B companies at Iceland's top digital agency, Ómar saw the same issues arise again and again: scattered marketing teams, unclear ROI, and websites treated like brochures instead of high-performance revenue channels.

He founded Optise to fix that. Backed by $2.2M in pre-seed funding led by Frumtak Ventures, Optise uses AI to transform raw web analytics into prioritized, actionable tasks—no data scientist or developer required. Unlike traditional dashboards that overwhelm, Optise’s “Insights Engine” delivers clarity, next steps, and business value to B2B marketers drowning in metrics.

What you’ll learn:

How to prioritize marketing efforts by cutting low-ROI activities and focusing only on what drives results.
Why traditional analytics tools fail marketers—and how Optise delivers 10x more actionable insights using AI.
How to replace gated lead gen with free, high-value content that builds trust and demand.
Tactical advice on blending AI agents (research → copy → publish → analyse) into a single closed-loop workflow.
Why deep customer research is the single most important input for messaging, channel selection, and growth.
How to prepare your B2B site for Answer Engine Optimization (AEO) as AI tools increasingly bypass Google.

Some Takeaways:

Marketing’s Real Job: “Marketing is heating up the market so sales becomes as easy as possible.”
Relentless Focus: “Take your list, cross off everything that wouldn’t shut the operation down, and do only the rest.”
Data Paralysis: “Most marketers never learn to crunch huge data sets—yet everyone expects them to be on top of it.”
Story > Features: “Usually it’s product-product-product. What you need is a story that sprinkles trust all the way down the page.”
Give First: “If you give people real value for free, it positions you as a thought leader—and they remember who helped them.”