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Basic strategy is to run even effort/pace, in order to hit halfway in around 1:28:30 - 1:29:00, then metronome even pace to hit the finish at 2:59:00. For London, in practise that means taking advantage of the slight downhill through miles 3/4 in Woolwich to get half a minute up early on, then run slightly inside target pace on the flat till halfway. Negative split is dangerous because hardly anyone negative splits at London (or elsewhere), and psychologically I think it helps to be running slightly inside target.
@Sainsburys_Ed - I might be racing London myself the following year, but I haven't thought that far ahead yet!
I've just been confirmed again as official pacer for Runner's World at the London Marathon, sub-3 (2:59). I'll be on Blue start, if that's of any use to anyone. (Better than last year's Green start, where I was of no use to anyone till we merged with everyone else!)