What is buyer signal?
Buyer signal is the first-party understanding you gain from every discovery session: what a buyer explored, the questions they asked, the differentiators that moved them, and how ready they are. It is captured as engagement signal during the session and structured so your team can act on it.
First-party
Demonstrated on your surfaces, not inferred from someone else’s.
Answers why
Not just that a page was viewed, but what the buyer needs next.
Ready to act on
Structured so sales can pick up where discovery left off.
Unlike third-party intent data, which infers interest from firmographics or activity on someone else's site, buyer signal is demonstrated through real evaluation on your own surfaces. That makes it more specific, more current, and yours to keep. It is the difference between knowing that a page was viewed and knowing why a buyer is evaluating and what they need next.
The knowledge captured in a single engagement is what Sandfox calls learned insights, which feed back into buyer context and make each future session sharper.
After a session, your team can see which use case resonated and which questions remain, and pick up the conversation there instead of restarting discovery.