Regular, plain, yellow, mustard leaves no taste at all, but gets the rub to stick a lot better. And it makes better bark on the final product.
I use Jeff's rub on the beef ribs. Salt and pepper wouldn't be a bad alternative.
BullsEye sauce is all over the place, but I've tried them all and my personal preference is to use either Sweet Baby Ray's (regular or hot) or Jeff's sauce.
My current view on beef ribs is that you treat them as beef, not pork.
What I mean by this is that most beef wants to be done medium or so. Most pork that we smoke is well-done in order to render the fat or collagen to get to the wonderful, sweet taste and texture. Loin is the exception in that it wants to be off the heat at 140-150. Beef, wanting to be medium or so, does not want to have the living hell cooked out of it; it just gets tough.
So I think of it like this: if pork ribs are 3-2-1, or 2-2-1, or 3-1-1 or whatever, beef wants to be medium. So be conservative; they come out awesome for me.
My next experiments on beef ribs will determine if there is a difference in smoke taste between smoking on the rack doing a 2-1.5-grill finish versus 3-1-grill ifinish in an aluminum pan with dark beer in the bottom, KickAssBBQ style.
The good thing is that you can usually eat your mistakes. The more that I keep my smoking log, the better I get.