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Choosing a Cloud Telephony Service for Business: The Dos and Don’ts



Choosing a Cloud Telephony Service for Business: The Dos and Don'ts

The internet is constantly buzzing with what the cloud can accomplish and its evolution.

The enormous popularity is due to its excellent advantages, such as flexibility, scalability, reliability, and affordability, which have been important factors in business adoption of the cloud.

Cloud-based business phone system is an important component of cloud strategy. Cloud telephony helps streamline and optimize critical business processes. Employees are now significantly less likely to be in the workplace, especially since 2020.

Today’s professionals will spend time working from home, clients’ offices, or cafes, as well as on the go. So it’s a high time for replacing the plain old telephony system and move to the cloud.

But what are things you need to consider while choosing a cloud telephony service for business? To find that out, stick till the very end!

What is Cloud telephony?

Cloud telephony is a virtually hosted technology that transforms a traditional phone system into a cloud-based phone system.

Every call that your company receives is routed through Cloud Servers. All vital data, such as customer databases, can be stored in the cloud and accessed at any time using a mobile device or a web browser.


Cloud telephony is a telephony system, which builds, operates, and maintains standardized phone platform solutions on its servers. In this type of phone system, the clients get remote access through the internet.

You can make consumer calls using a web browser or a mobile app using a cloud-based phone system. It allows you to easily handle inbound and outgoing calls with your customers.

Whether you decide to go cloud or not, you’ll need to do a lot of studies. You’ll be able to make smarter decisions equipped with this knowledge of what you can do and what you should avoid.

Things to do while choosing cloud telephony services

How will you choose the right service provider for your business with so many alternatives?

When choosing a cloud computing company, there are a few things to consider.

Here are a few crucial things to address before selecting a cloud service provider.

1. Gather more information

Even if you’ve moved to the cloud and the vendor handles everything, it’ll help your organization if you’re informed of technology trends.

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This will assist you in making well-informed judgments and developing superior plans to propel your company forward. Attend cloud computing conferences, seminars, and workshops as much as possible.


2. Double Check on its Quality and Reliability

You’ll begin by deciding on a platform and then looking for providers who can offer it. Since call quality is so important in telephony, you need to look for companies that can deliver a premium voice network.

In order check its reliability and quality, you can request a free trial. You can also look at the reviews dropped by the customers on the various review sites. If you get a satisfactory result while cross-checking its quality and reliability, you can make a decision accordingly.

3. Ensure the system is safe and secure

Security is always the matter of utmost concern in a cloud telephony service. So when choosing a cloud service provider, you must examine several security risks to your data, customer and employee identities, apps, and devices.

The sensitivity of your data will influence your risk tolerance level, but any provider you select should at the very least provide encryption, firewalls, antivirus detection, and user authentication.

Things to Know:

  • i. Antivirus detection: What methods are used to detect dangers (e.g., behavioral-based scanning)? Is it updated regularly? Is there a high number of false positives?
  • ii. Encryption: Is data automatically encrypted before leaving the cloud services facility at the physical layer?

4. Customer Support

Support is also crucial to remember once the service is up and running. Is the service provider available 24 hours?

Do they promise a specific response time? If you’re a multinational corporation, do you want a provider with global operations that can provide local support?

It’s also crucial to consider the ease and availability of reporting issues, so inquire about phone, email, and live chat support options. You might also inquire about your provider’s typical response and resolution times.

5. Pricing Structure

Because you only pay for the resources you use, cloud computing is a great way to save money. However, before deciding on cloud migration, have a look at how much money you’re currently spending on your current working plan.


Also, because cloud computing pricing varies a lot, be sure you know how and for what you’ll be charged.

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Inquire about setup fees and the possibility to add services as needed. Will you bill hourly, monthly, semi-annually, or annually for your services?

6. Check out the feedback from customers:

Companies make claims about customer satisfaction and usability every day, but these statements aren’t wholly true.

Should constantly check customer feedback against company claims. You’ll be able to obtain a quick product summary, complete with a list of features and consumer comments, thanks to customer reviews.

Things to avoid while choosing cloud telephony services

1. Don’t be too picky

There’s nothing wrong with utilizing both the private and public cloud simultaneously. However, conduct a thorough examination of the cloud security concerns that are commonplace.

That isn’t to say you have to be overly picky. While security is crucial while transferring programs, don’t forget to create numerous backups to ensure you don’t lose any data. When it comes to cloud storage and hosting, though, you must be picky.

2. Don’t move too many apps to the cloud

Hundreds of programs, data, and documents may need to be migrated to the cloud in some cases. While it may be tempting to relocate them all at once, this is not a good idea.


Certain applications require significant adjustments, and making all of them before migrating would be prohibitively expensive.

3. Transferring everything to the cloud isn’t a good idea

It’s great to have a new functioning database, but it doesn’t mean you have to shift all of your information to cloud storage.

You may need to save certain files for various reasons, including security and efficiency. Your chief technology specialist can advise you on what to migrate and what not to migrate.

Benefits of Cloud Telephony

Cloud telephony is a good solution for almost any organization. A cloud-based phone system provides various benefits for enterprises, which is why so many of them are quickly adopting it.

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So, let’s look more closely at cloud telephony’s advantages.

1. Cost-Efficiency

Not only can cloud telephony save you time, but it also saves you money. The conventional landline phone system, unlike its modern version, requires costly gear, installation, and upkeep.

There’s nothing like long-term fixed deals with a cloud-based telephony solution. It’s all about flexible payment arrangements.

2. High Scalability

When you engage in a Cloud Telephony phone company system, you will no longer have to pay extra today for the possibility of needing more later. The system enables you to purchase a scalable solution deployed across several platforms and environments.


Cloud systems are built to scale to meet the organization’s future demands as they arise. You can edit users, add auto attendants to the system, and create ring groups and campaigns when your business requires it.

3. Reliability and Resilience

Traditional telephone systems can be severely damaged by natural calamities such as cyclones, floods, and earthquakes, while cloud systems are unaffected.

Cloud storage, in reality, keeps information safe and accessible from anywhere. Whatever occurs, you can rest assured that your business will continue to operate.

4. Updating constantly

When you host your business phone system on the cloud, you eliminate the risk of it becoming obsolete over time.

The advancements occurring in the technology domain specific to your organization are updated in your specific communication system through a good hosted solution.

This independence from manually updating your business phone system all of the time allows you to focus on other business processes without being distracted.

5. Extra features are available.

Interactive Voice Response (IVR), call recording, call monitoring, voicemail, real-time analytics, call scheduling, and many other features are available in the cloud.

Final Thought

Hopefully, this article will have clarified the things to consider while choosing cloud telephony for business.


Now that you’ve learned about cloud telephony and what it can do for your company, there’s only one thing left for you to do: Your company’s phone system will be moved to the cloud.

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B2B customer journeys that begin at review sites are significantly shorter



B2B customer journeys that begin at review sites are significantly shorter

The B2B customer journey can be a long one, especially when the purchase of expensive software subscriptions is under consideration.

“The average B2B customer journey takes 192 days from anonymous first touch to won,” according to Dreamdata in their 2022 B2B Go-to-Market Benchmarks — a statistic described by co-founder and CMO Steffen Hedebrandt as “alarming.”

But the report also indicates that this journey can be significantly sped up — by as much as 63% — if accounts begin their research at software review sites, gathering information and opinions from their peers. Journeys that originate at a review site often lead to deals of higher value too.

Fragmented data on the customer journey. Dreamdata is a B2B go-to-market platform. In any B2B company, explained Hedebrandt, there are typically 10 or even 20 data silos that contain fragments of the customer journey. Website visits, white paper downloads, social media interactions, webinar or meeting attendance, demos, and of course intent data from review site visits — this data doesn’t typically sit in one place within an organization.

“We built an account-based data model because we believe that there’s such a thing as an account journey and not an individual journey,” said Hedebrandt. “So if there are two, three or five people representing an account, which is typically what you see in B2B, all of these touches get mapped into the same timeline.”

Among those many touches is the intent data sourced from software review site G2. Dreamdata has an integration with G2 and a G2 dashboard allowing visualization of G2-generated intent data. This includes filtering prospects who are early in their journey, who have not yet discovered the customer’s product, or who have discovered it but are still searching. This creates a basis for attributing pipelines, conversions and revenue to the activity.

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“Strategically, our ideal customer profile is a B2B software-as-a-service company,” said Hedenbrandt. “B2B SaaS companies are particularly ripe for understanding this digital customer journey; their main investment is in digital marketing, they have a salesforce that use software tools to do this inside sales model; and they also deliver their product digitally as well.” What’s more, it takes twice as long to close SaaS deal as it does to close deals with B2B commercial and professional services companies.


Read next: A look at the tech review space

The Benchmarks findings. The conclusions of the 2022 Benchmarks report is based on aggregated, anonymized data from more than 400 Dreamdata user accounts. Focusing on first-touch attribution (from their multi-touch model), Dreamdata found that customer journeys where a review site is the first touch are 63% shorter than the average. In contrast, where the first touch channel is social, the journey is much longer than average (217%); it’s the same when paid media is the first touch (155%).

As the Benchmarks report suggests, this may well mean that social is targeting prospects that are just not in-market. It makes sense that activity on a review site is a better predictor of intent.

Hedenbrandt underlines the importance of treating the specific figures with caution. “It’s not complete science what we’ve done,” he admits, “but it’s real data from 400 accounts, so it’s not going to be completely off. You can only spend your time once, and at least from what we can see here it’s better to spend your time collecting reviews than writing another Facebook update.”

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While Dreamdata highlights use of G2, Hedenbrandt readily concedes that competitor software review sites might reasonably be expected to show similar effects. “Definitely I would expect it to be similar.”

Why we care. It’s not news that B2B buyers researching software purchases use review sites and that those sites gather and trade in the intent data generated. Software vendors encourage users to post reviews. There has been a general assumption that a large number of hopefully positive reviews is a good thing to have.

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What Dreamdata’s findings indicate is that the effect of review sites on the buyer journey — especially as the first-touch channel — can be quantified and a value placed on it. “None of us questioned the value of reviews, but during this process you can actually map it into a customer journey where you can see the journey started from G2, then flowed into sales meetings, website visits, ads, etc. Then we can also join the deal value to the intent that started from G2.”

Likely, this is also another example of B2B learning from B2C. People looking at high consideration B2C purchases are now accustomed to seeking advice both from friends and from online reviews. The same goes for SaaS purchases, Hedenbrandt suggests: “More people are turning to sites like G2 to understand whether this is a trustworthy vendor or not. The more expensive it is, the more validation you want to see.”

About The Author


Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

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He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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