as far as arms go Heroic Strike IS NOT your friend, it just drains too much rage...
I use Rend first then rotate Slam, Execute and Mortal Strike.
if your 3/3 in Taste for Blood and whatever the execute talent is in arms that activates Execute while not under a certain amount of HP.
If you can avoid Bladestorm, it is an agro steal. Avoid using it unless your certain the tank can hold the agro.